The Purpose
The purpose of this campaign was to create a solid social media presence for Bryn Farlee’s poetry book that she is trying to market. Bryn and I met at the beginning of the semester to talk about the goals with her accounts on Instagram and TikTok and discuss what she wanted to see on her accounts. She wanted to post consistently and have her posts be effective for the product she is marketing.
The Project & Processes
To help Bryn achieve her goals, I first met with her to create a creative brief for her brand and detail out a cohesive look that we could use on her social media accounts.
I then met with Bryn to discuss the content she wanted on her page. We landed on posting 3 times a week, one graphic post, one carousel, and one reel. I took all of these ideas and created a content calendar for Bryn from mid October thru November.
The next step was to begin posting to Bryn’s accounts. In total I posted 19 times on Bryn’s Instagram account, creating all of the content and captions. I also took time each week to spend on Bryn’s feed liking and commenting on posts and interacting with her followers. On TikTok, I posted 13 times. This is less than Instagram because we changed our posting strategy after a few weeks and began posting the carousel posts and graphics to her TikTok, rather than just the video posts.
I was able to take Bryn’s TikTok from 20 followers to 23 followers over the course of the campaign, but the goal on both platforms was to create brand awareness and generate engagement, so we are happy with this improvement. On Instagram, Bryn gained a total of 7 followers, which again is a great improvement.
We were able to see lots of success in the engagement on both of Bryn’s accounts. On Instagram Bryn’s content received 8,018 views and on TikTok she received 4,499 views. A few other notable analytics include the amount of likes on both platforms (280 on Instagram, and 230 on TikTok) as well as comments on both platforms (20 on Instagram and 22 on TikTok).
Challenges
I didn’t encounter many challenges while working on this campaign. I would say that the biggest thing was waiting on post approvals, so occasionally posts went up later than anticipated. Overall, I had a great experience working on this campaign and working with Bryn.
Experience & Takeaways
Working with Bryn on her social media accounts was a great experience! I learned so much about working with a brand and understanding the brand’s audience. I also learned so much about working with a client and what that that can look like. This project aligns so well with what I want to do after graduating, so I loved that I was able to improve my skills on this throughout the last few months.