Case Study: The Toy Post Social Media Campaign
The Toy Post is a small business toy store located in Westport, Connecticut, that sells plushies, dolls, books, and other items catered to children.
Their social media sites are somewhat active, but their upload schedules are irregular, and their posts are quite standard when it comes to promoting products and events.
Using their social media as a base, I organized a hypothetical campaign for the brand by conducting social media audits, competitive analysis, target audience analysis, campaign strategies, platform settings, and content calendar.
The Process
When coming up with a campaign idea, I first identified the target audience and competitive analysis of other pre-existing local toy stores, and how they run their social media. Based on my research, I identified the target audience as adults over the age of 30 with younger children, so I wanted to base my campaign idea on what would appeal to these adults rather than to children.
As for the campaign strategy, I aimed to increase brand awareness, content consistency, and audience engagement. Eventually, I decided on the theme of the campaign to be about "Reliving a Nostalgic Experience", which will invite families to experience a classic, traditional childhood experience before the existence of smartphones.
The social media platforms used for advertising the brand will remain the same, as other platforms don't appeal to the target audience.
The Solution
I created a month-long content calendar that uploads 2-3 times a week, all of which include a variety of videos and photos, with each including a call to action to boost engagement. Each post will be uploaded to their stories for optimal reach. Each post will include a variety of hashtags depending on the content, including those for contests where users can include the hashtag, making room for user-generated content. Also, since the Toy Post is a small business, paid advertising and collaborations with influencers will be ideal to push.
Presentation & Next Steps
Using all the information I gathered, I compiled it into a multi-page, easy-to-read, themed PDF for others to review and provide me with feedback.
By creating this hypothetical campaign, I gained a better understanding of researching, planning, and assembling a campaign, as well as of creating a content calendar that I can apply to future campaigns with other brands, whether big or small.