Social and influencer strategy

In 2022, I wrote FatFace's social and influencer strategy, focusing on delivering impact for the brand. Everything was objective driven, not just thinking about platform and algorithm needs, but what was right for the brand at the time as well as in the future, and the role we wanted social media to play on this journey.
As part of the project, I looked at channel strategy first - as how we use, and view success, on Instagram vs Facebook vs TikTok is very different. The channel strategy looked back at historical performance of each one, collated insights, and made concrete recommendations around focus priorities, audience, content priorities, activations, volume etc. This not only helps with seasonal and daily planning but also resource, budget and content split.

Content strategy was key. When I joined FatFace social content didn't exist, we relied on what was shot for catalogue or web. Over the years this changed dramatically, and this strategy confirmed requirements for each channel/priority, made recommendations around creative and resource requirements and ensures that the brand's social media channels are providing the community with content valuable to them.

Influencer strategy can be viewed separately but for us sat very closely hand in hand with our social strategy. Influencer (creator) engagement was very important for us as a business. We recognised that effective influencer relations can do so many things for us - yes, it can really deliver traffic and sales, but also engage new audiences, build community, reinforce key brand values and so much more. This influencer strategy broke down the objectives we're focusing on, explained what this would look like, who potential influencers would be, how we'd measure success and how we'd repurpose the content across each channel for different effect.

This strategy is the backbone of everything we did at FatFace and helped increase the brand’s website traffic from organic social by over 420% with revenue from organic social increasing over 400%. We also grew Instagram engagement by over 600% and the audience by 290%.