Social Media Strategy for Buhi Bags by ninetofive

9 TO 5 MEDIA

SOCIAL MEDIA STRATEGY FOR BUHI BAGS Presented by: Janvi Shah, Christian Kenoly, Christine Liu, Rudy DeBellis, Emily Wuetcher and Rachel Margolin

TABLE OF CONTENTS

PREVIOUS STRATEGY Goals Objectives Tactics Budget Performance

NEW STRATEGY Goals Audience Content Platform Tactics Budget

PREVIOUS STRATEGY Awareness Engagement Sales

HOW WE

6.4 MILLION IMPRESSIONS

BUILT AWARENESS Posted 5+ times per day across all social channels Emphasized images over other content Focused on driving traffic to our social media through paid promotion

HOW WE

285,784 ENGAGEMENTS

DROVE ENGAGEMENT Maintained consistency in time of posts and platforms Invited engagement through responseoriented content that posed questions Focused on non-promotional lifestylebased content

HOW WE

$106,511 IN REVENUE

INCREASED SALES Posted content that provided a direct path to product pages Posted content that highlighted sales and other LTOs Focused efforts on platforms with previous success

PAST STRATEGY

PLATFORMS The size is varied by impression averages, while color intensity is varied by conversions.

Most Impressions 1. Image 2. Advertisement 3. Video 4. Holiday Image 5. Holiday Advertising 6. Meme

Most Engagements

1. Holiday Image 2. Video 3. Image 4. Holiday Advertisement 5. Advertisement 6. Meme

Most Sales

1. Holiday Advertisement 2. Advertisement 3. Video 4. Image 5. Holiday Image 6. Meme

PAST STRATEGY

CONTENT Different content drives different results.

PAST STRATEGY

KEYWORDS

EFFECTIVE Travel Outdoors Adventure Affordable Trendy

INEFFECTIVE Fashion Urban City Girl Cheap Hunting

PAST STRATEGY

BUDGET ALLOCATION

BY PLATFORM

PAST STRATEGY

CONVERSION RATE BY AUDIENCE SEGMENT

PAST STRATEGY

REVENUE BY AUDIENCE SEGMENT

PERFORMANCE

BY DAY Click Through Rate by Day of Week

PERFORMANCE

BY DAY Conversions by Day of Week

Quantity to Quality

MEET

THE NATURE ENTHUSIAST M/F A18-35 Frequent traveler and Outdoor Weekender in need of stylish and rugged products that fit their active lifestyle

MEET

THE URBANIST F A18-35 Carrying all their belongings on a day-today basis Fashion forward city dweller that works and plays in the concrete jungle 7 days a week

MEET

THE TRENDY MOM F A25-45 Mother of at least 2 who remains privy to fashion trends Carefully considers the clothing she buys for her children

MEET

THE WORKING CHAD M A18-35 Young Professional working in Business, Communications and Technology Entire personal and professional life is contained in his various devices Willing to invest in a quality bag to safeguard them

OUR NEW

CONTENT STRATEGY Dynamic creative with relevant visuals (outdoor w/ product and lifestyle) Portrait video Focus on video, image, ads (no memes or infographics) Promo better than non-promo Approx. $300 per post does best 4-6 pm best time

EDITORIAL CALENDAR

SUNDAY

MONDAY 11:00AM What wouldn't we do to be there right now! Look at this hunk giving us #travelgoals with his Buhi Backpack.

TUESDAY

WEDNESDAY 4:00PM Best way to explore the City of Angels? With Buhi apparel of course! Let us know your favorite spots in LA in the comments below! ♀

THURSDAY 6:00PM Decking the halls and prepping the tree! What’s your fav holiday tradition? Let us know below!

FRIDAY 1:00PM This backpack is now available in two shades of blue! Get your hands on these bad boys before the sale ends tonight!

SATURDAY

IMPLEMENT NEW SOCIAL AD PLACEMENTS

FACEBOOK CANVAS Bring Buhi’s products to life with a full screen, immersive social experience Interactive experience will drive sales and increase product awareness Optimize placements to best performing audiences

IMPLEMENT NEW SOCIAL AD PLACEMENTS

FACEBOOK/INSTAGRAM DYNAMIC CREATIVE Utilize multiple ad components to serve the best performing elements for each specific audience Creates personalized ads for each viewer to maximize performance

OUR NEW STRATEGY FOR

INSTAGRAM CONTENT Instagram Story Ads Immersive video ads link to Buhi store Holiday Giveaway Acquire new customers

OUR NEW STRATEGY FOR

INSTAGRAM INFLUENCERS Drive awareness through the voice of trusted personas & ambassadors

OUR NEW STRATEGY FOR

Buhi Bags

PINTEREST, TWITTER, AND YOUTUBE Pinterest Optimize Pinterest SEO Utilize Video Pins & One Tap (Site Direct) Twitter Build conversation by asking questions, respond/interact to followers, utilize twitter polls, and capitalizing on pop culture trends YouTube Retire due to inactivity & potential to act as "dead weight"

Buhi Bags

PROPOSED STRATEGY

BUDGET ALLOCATION

PROPOSED STRATEGY

CAMPAIGN EVALUATION Optimize Success Towards Cost-PerConversion and Purchase Amount Increase reach to grow awareness Monitor Cost-Per-Engagement and CTR

Questions?