Social media Playbook

SOCIAL MEDIA PLAYBOOK SAMPLE

SOCIAL MEDIA PLAYBOOK SAMPLE

GOALS

Our presence on social media aims to be close to the target group and create added value for them. The end-goal is to create a community around the brand. We need to honor the grit & innovative spirit of the founder and traspass it to our community and reflect that in our content. . Commercially, it is about being "top of mind" with the target group, which makes North Sails the obvious choice for lifestyle sporty attire.

SOCIAL MEDIA PLAYBOOK SAMPLE

INSIGHT/ KEY BUSINESS DRIVER

We live in a society where it' s easy and popular to join trendy conversations about important causes without taking action for them.

Therefore, it is important that we produce content that entertains, educates and inspires our community about the ocean. We will invite our community by leading (#GoBeyond) as an example and encourage everyone to understand that #ocean is life.

We do not appear as a brand that stands for sustainability, but rather as a brand that dares to go beyond where others can 't follow. Leading with example.

By projecting our core values (the exploration, innovation and bond with the sea) we aim for our community to stay for the emotion when they come for the product. This will be the base of our longterm SoMe strategy, that will build the brand loyalty.

SOCIAL MEDIA PLAYBOOK SAMPLE

TONE OF VOICE

When we communicate on social media, it is important that our tone of voice is always clear and genuine. We are reliable, honest and knowledgeable in our profession - for a credible impression.

Our communication is easy to understand, relevant and relatable as we want to be a part of people ' s everyday lives. We are open-minded and warm in our appearance for an inviting feeling. We want to inspire and encourage sustainable choices through a individual level.

We are trustworthy, unapologetic, professional, Informative, inviting.

We are not pushy or repetitive. We 're so proud of our collaboration with @sealegacy and we 're so happy to support them in their conservation initiative. Thank you to #GoBeyond with us! Read more in link in bio!

Join us on our instagram live tomorrow as the regatta begins in St Tropez! #Sponsors

Urban, dynamic and smart…How do you like your jacket? #NSLifestyle Our collaboration with @sealegacy is gonna save the world! Sign up on a petition on our link! a#GoBeyond with us!

Bonjour St Tropez! Whats up? Sun is out and we will be sailing all day, watch us on the instegram live!

Urban, dynamic and smart… an important project is about to arrive. Keep following us to stay up to date. #NorthSailsCollection

WE SPEAK LIKE THIS WE DON'T SPEAK LIKE THIS

SOCIAL MEDIA PLAYBOOK SAMPLE

CONTENT THEMES

We build our content based on three recurring themes. These themes are a mix of content that supports our goals and creates the right kind of context for our brand. ADVENTURE talk is here to educate followers about upcoming races and sailing techniques . EXPLORE is about creating value. FUNNY FISH is to create a bond and engage on a personal level, relatable sailing culture.

EXPLORE

To get people to like us more, or at all, we need to make people feel good about us. Everyones barrier to feeling good about NS is different. Luckily with social media we can understand peoples motivations and based on these we can serve each an everyone with a tailored story to create common values.

ADVENTURE

Sometimes, sailing can be unplanned, it happens because the weather changed in our favour or for the sake or getting a thrill. By posting ex: sailing hacks, in a relevant and interesting way, we can educate and inspire more people to understand/develop a passion for sailing.

FUNNY FISH

A good feeling is not just about holding common values. Our brand is at its best when we also evoke that good feeling through a relevant, surprising and human interaction. Winners dare to #GoBeyond ''The fans, the players and athletes '' . Make them feel good through relatable and fun content that inspires and boost their day related to winning.

SOCIAL MEDIA PLAYBOOK SAMPLE

CONTENT EXAMPLES

SOCIAL MEDIA PLAYBOOK SAMPLE

FACE FILTER

I W A N T T O B E S E A : N

P R O P O S E D P L A N I WANT TO BE SEA:N

C O M M U N I T Y P R O J E C T F O R N O R T H S A I L S

PROPOSED PLAN

THE CAMPAIGN

As one of the most important causes of the brand is to create awareness about the ocean care, and North Sails wanted to do an activation in the city, bringing the ocean to the metropolis.

For the campaign, we proposed to start a collaboration with Sea Legacy, where the Gen Z' s of Milano show North Sails, ideas of how to bring the ocean to the city, submitting a picture or video to Instagram or Tik Tok.

This contest will start In June of 2022 and end by the end of July 2022.

PROPOSED PLAN

The main idea is to do a content competition on Instagram and TikTok.

We want people to the bring the ocean to the city and send the best picture or video where they show how they do that.

How they can do it? Showing us their city life and how they take action or how they are conscious about the sea - in their own personal way.

Sea Legacy will spread the communication about the campaign in their accounts too.