Entering The Social

Case Study 3: Achieving Highest Social Media Engagement in Region

Challenge: Improve local customer engagement and brand visibility through digital channels.

Approach: Three different stores shared one account to which our Marketing team also had access. Our Marketing team had recently been reduced from 3 to 1, and lost our most senior staff. After judging strengths and weakness of our abilities in marketing it was narrowed down to myself and another store manager to handle a bulk of the messaging.

We committed to doing a large scale A/B test to see which kind of content got more engagement over the next year.

The focus of my content was about creating moments. Generally we focused on the fun side of running, but also made sure to include a good amount of helpful knowledge and information. Knowing that our primary demographic was women aged 32-50, professional, and college educated we wanted to be fun, smart, but a bit silly and educational.

Results: The posts I created had a 6% higher interaction rate than the posts done by the other store manager and the few by Marketing. We were able to increase our customer and follower counts by acquiring new audiences the previous marketing team had ignored.