Social media: Strategy, design + process
Pre- and Post-Covid posts and graphics for Victor Corporation and its B2B (independent jeweler) customers.
Examples of bridal social media graphics and posts released BEFORE Covid-19:
Post text focuses on selling; promoting new products; Valentine’s Day; enticing the B2C audience to make a purchase.
Problem:
Create a new social media strategy to keep Victor customers engaged during mandatory shutdown due to Covid-19. I needed to create free tools and resources to show Victor’s value to its customers. Reach new customers.
Image of the first “Social Gems” email with free, downloadable content.
MY ROLE:
Researching communication tone during Covid. Maintaining an Excel spreadsheet with merchandise and post copy; editing, designing artwork for each post; project management.
COLLABORATIONS:
Victor executives and sales staff.
CHALLENGES:
Taking a risk; not knowing if the content would resonate with customers.
DELIVERABLES:
Sent out a new, weekly email (Social Gems) with posts and graphics for B2C use, during shutdown. Created 30 new Victor posts. Advertised the free assets on trade websites and social channels.
RESULTS: Victor gained several new or lapsed customers from the email signups. Executives received positive feedback; increased shares, likes and posts.
Examples of bridal social media graphics and posts DURING Covid-19 shutdown:
The first image shows a Victor customer who shared one of my Social Gems posts before Mother’s Day.
The second post shows a focus on gratitude and honor rather than a hard sell.
The third image is a video that I created with Adobe Spark. I learned that engagement rings searches & online purchases were holding steady.
Examples of questions that I ask my client any time that I’ve thinking through a social media campaign or longer-term strategy.
Credits
AVP Digital Studios, Harmon Group, Tom Tragale
Jewelry photography