Elizabeth ARDEN GLOBAL SOCIAL CONTENT
After the brand’s digital re-launch campaign we continued to bring Liz life through the development of modern and social-first lifestyle content, while also being able to highlight key products and trends that resonated with consumers. Each month I conducted an in-depth analysis of content performance across channels in fifteen markets which allowed me to optimize our content pillars, the content mix, and overall creative execution. Creative ideas and content were strategy-led and based on consumer insights, category best practices, and brand benchmarks.
Role: Senior Digital Strategist
GLOBAL SOCIAL STRATEGY IMPLEMENTATION
INCREASED USE OF GLOBAL CONTENT
With the launch of Liz and the brand’s new visual identity, market usage of global content increased. After the initial campaign launch in May and June, regional teams continued to adopt the branding. Approximately 60% of the content on their pages came from the global team, creating a more unified aesthetic for the Elizabeth Arden brand across all markets on social.
INSPIRED LOCALIZED CONTENT
In addition to increasing global content use, international markets localized some content to increase audience relevance. After providing education and guidelines, regional teams were able to take cues from the brand’s new visual identity and voice to ladder up to the overall global social strategy. For example, one of our top performing content pillars, Taxi Touch-Ups were made to showcase Liz as a busy, modern woman in NYC who needed to use her products on the go. The UK market utilized some assets to change the background to showcase landscapes in their local cities.
OPTIMIZING FOR PERFORMANCE
Throughout the partnership, I monitored content performance and made creative optimizations to drive better results. As an example, the creative execution of the routine rewind content pillar evolved over time to respond to fan feedback. Eliminating the polaroid style creative in our routine assets, and reserving that only for the animated rewind of each month’s routines, resulted in these posts earning a higher reach and garnering more interactions than the content from previous months.
SOCIAL CONTENT CREATIVE
