THE GYST
I fully owned organic social media for our newly-launched DTC ecommerce brand across Instagram, Facebook, and Pinterest. I created an end-to-end content system including strategy, ideation, content calendars, content creation, approval tracking, cross-channel distribution, and performance analytics.
PHASE 1: ESTABLISH
Since Mintera was a new brand, the main goal was to build trust and awareness with customers by creating an emotional connection through quality content.
Brand Positioning
The first step was to study our market research including target audiences and competitor audits.
Industry competitors: big box stores, outlets, local suppliers.
Primary audience: homeowners.
Secondary audience: landlords, developers, designers, and contractors.
Brand Identity
I refined our social media brand personality and voice to appeal to DIY-loving users who valued quality, sustainability, and value.
With an established presence on eBay, we could use existing customer feedback for user insights and content.
Low-Hanging Fruit
To start, I created callout messaging for user generated content that would work in the background. I collaborated with our legal teams to develop a submission and agreement process.
Marketing Email CTA Mockup
Box Insert CTA Mockup
Internal Employee Engagement Incentive
Content
I owned the hands-on creation of native content that entertains, inspires, and educates using a roster of creative tools. I adhered to a posting cadence of 2 times per week per channel to nurture follower and community growth.
Brand Mascot: Minty the Frog
I created and hand-animated our brand mascot used in various pieces of content to further expand our brand's playful personality.
Community Engagement
I handled engagement with similar accounts in the home improvement space to increase our brand presence and discovery for users.
PHASE 2:
GROW
We successfully laid a brand foundation on social media and put a face to our name for any traffic that was driven to our pages. After reaching 300 followers, we were hitting stagnation with our engagement, so I knew it was time to shift our strategy and enter the next phase.
The goal of phase 2 was to focus on micro-influencer partnerships, boosted posts, giveaways, UGC, influencer marketing, and potentially podcast ads to grow our engagement and followers. With the right influencer a brand can reach their exact target audience, and it's as effective as a customer's best friend suggesting the product.
Reflection
The biggest challenge was overcoming the various limitations at play. I was a team of one, and because Mintera sells recertified products from Delta and Kraus, we were held accountable to each brand’s legal and marketing teams (as well as our own). Furthermore, kitchen and bath hardware isn’t inherently the deepest well of opportunity for creative and exciting content.
But restrictions force you to be creative, and I’m proud of what I was able to accomplish. I used our marketing agency and internal brand managers as resources, and I found a unique angle in our brand identity. Through out-of-the box ideas, we laid a foundation on social media as a brand through quality content that established our voice and personality.