Heather B. Moore
Social Media Campaigns
During my time at HBM, we ran our annual campaigns for seasonal collections and the launching of new products.
The campaigns showcased here are the campaigns we ran between the seasons/new products. These campaigns were ongoing throughout the year with minor adjustments based on analytics.
All the Ways to Personalize
Since personalization is the bread 'n' butter of what HBM does, this was our main ongoing campaign. Its purpose was to show our collectors all the ways they could show their personal stories in their pieces.
Challenges
• How to make our product stand out among competitors
•Keeping our posts seen with the ever changing algorithms
Strategy
• Showcase different ways of a collector could personalize
• Use relavent and trending hashtags
• Posting at high activity times
Key Insights
• Our collectors loved seeing our pieces styled for inspiration
• Posts sharing real collector pieces did better than example pieces
Final Results
Our analysis of competitors' social media strategies provided valuable insights into effective practices, such as the types of posts that worked for them. Identifying optimal days and times for posting increased our engagement on average. Additionally, we discovered that our audience, especially collectors, connected more with content that included stories about the pieces or the people wearing them. These findings will help us tailor our approach to resonate more deeply with our followers, fostering a more engaging and meaningful connection.
Lifestyle & Styling
When I first started with HBM, the established style of our social media was clean, crisp, and jewelry-only; lovely but didn't connect to our collectors. We needed models to give life to our pieces; who was wearing them and how.
Challenges
• How to make our product stand out among competitors
•Keeping our posts seen with the ever changing algorithms
• Finding models
Strategy
• Use relavent and trending hashtags
• Collaborate with influences to help show off pieces and to reach more audiences
Key Insights
• Our collectors loved seeing our pieces styled for inspiration
• Models helped with showing scale of our anchor pieces
• Lifestyle sells more!
Final Results
We maximized the resources we had by using employees and people we knew as models, which allowed us to maintain authenticity while managing costs. Although influencers were effective in boosting visibility, they added extra expense. Ultimately, showcasing the pieces on real people was crucial for our collectors, as it provided inspiration for their own collections and made the brand feel more relatable and accessible.