GOAL
Improve upon the aesthetics, relevance, and reach of Lands' End Business Outfitters on Social Media
METRICS
Primarily reach & engagement. Secondary metrics included clicks to website and purchases
Part of my job working at Lands’ End Business was to redefine the organic social strategy on Instagram, LinkedIn and Facebook. Without a large enough team in place I partnered up with a third party agency in order to tackle such an arduous project.
Phase 1: Audience Build
Upon initiation of the partnership, it was my job to communicate clearly who I felt the audiences were for each platform. Together we identified three different subsets of personas who fit into the audience we were trying to attract: business owners and business decision makers. From there we built out groups to test over the initial 8 weeks. This initial work allowed us to analyze if our initial thoughts were accurate, enabling us to tweak both our audiences and the creative based on our initial results.
Phase 2: Creative content
Building the creative content was explored as part of the audience building process. For the first three months I created a flurry of different types of creative. Gifs and videos, still images of product lay-downs, still images of products on models, business quotes, content that showcased companies that we outfitted—these were just a handful of the surplus of content that was made and tested.
The Results
With a limited budget of 2.5K - 5K per month, tracking over a 7 month duration, looking at a year over year comparison, the following results were achieved:
Goal 1: Brand Awareness
Facebook Impressions more than doubled, up 145% to over 3 million impressions.
Instagram Impressions saw a 40x Improvement with 730k Impressions and continuing to grow daily reach
Goal 2: Social Engagement
Facebook Engagements & Reactions were Up 20% to 67k.
Instagram Comments & Likes Increased 1,300% to over 49k brand interactions.
LinkedIn Engagement increased 850% up from 150 to almost 1,400 interactions.
Goal 3: Traffic to Website
Total Clicks from Social Media to the website showed 13k clicks which is a 60% improvement with an average of 5 page views per session.
Social Media Conversions from brand awareness campaign tracked at $58k even though this was not a primary goal of the campaign.
