The best social strategies are uncomplicated. They build communities. They listen, engage, extend the experience of the product through content, and create feedback loops between the community and the brand to create a better product.
The best social strategies understand that the ‘social’ part of ‘social media’ is what makes it different from every other medium, ever.
Social.
COMMUNITIES BUILT
Hill City
Built and launched the handles for Hill City across Instagram, Facebook, and Twitter. Grown from zero followers to 30k followers since launch (2018).
Nike: Football, Baseball, and Training
Shifted from studio content across @nikeusfootball, @nikebaseball, and @niketraining to real community content from athletes, and real locations. increased engagement rate by 13% , leading all Nike channels in engagement rate for 2014.
Airbnb
Grew community globally across Americas, APAC, and EMEA 4x on Facebook, 6x on Instagram, 12x on Twitter from 5mm followers to 11m followers globally. Engagements per post outweighed closest industry competitors by an average of 10k engagements per post.
STITCH FIX
Diversified away from pure studio content to curated community content during the summer of 2019 which increased engagement rates by 12%.
What happens when you build a community, listen to them, and then give them a reason to create for you?
Magic. That’s what happens.
Brand: Airbnb
Campaign: #LiveInTheMovies
Original Posting Date: February 2016
Awards:
2016 Silver Cannes Lion | Mobile
2016 Bronze Cannes Lion | Cyber
2016 Cannes Shortlist | Cyber
This campaign scored TBWA\Chiat\Day LA their first ever Cannes Lions in Mobile and Social.
This weekend, #LiveInTheMovies with Airbnb. What movie would you live in? https://t.co/lvcw7smzTe
— Airbnb (@Airbnb) February 26, 2016