2017 - 2018
Grasscity Headshop
The online headshop's marketing social media campaign aimed to shift the Instagram content from memes to product-related content to increase brand awareness and sales. Despite a drop in followers during the first month, the follower count increased to 90k over a year, while engagement remained steady. Website clicks increased, although it was unclear if this translated to sales. Giveaways were the most engaging, while videos generated more engagement than memes. The campaign was altered to focus on content featuring people with the product, which resulted in more successful website clicks. The growing YouTube presence featuring an education-focused lead girl was utilized to drive focus to the company's Instagram. Overall, the campaign successfully shifted the focus to product-related content, resulting in increased engagement and website clickss
It's worth noting that the marketing team responsible for the social media campaign changed after three years, which was after my work with them. The Instagram content strategy shifted back to meme-related content after this change. While it's unclear how this change impacted the headshop's sales and engagement metrics, it suggests that the success of the initial campaign was not sustainable in the long term. Nevertheless, the campaign's emphasis on product-related content and featuring people with the product served as valuable insights into what resonates with the headshop's audience, and these lessons can inform future marketing efforts.