Product Launch Support & Enhancement
At LifeProof, I maintained our Social Media content calendar and made sure I was
current with any upcoming product launches. I worked with engineering for product
FAQ’s, Comms. team to refine outwards communications, graphic design team for
content, and customer service when large announcements were made that could
Our partnership with the Web Team was also crucial to cross promote each others
efforts. Social drove increases in visits month-over-month. Social AOV (average
order value) was nearly 10% higher than standard AOV.
Product Launch Contests
• Building excitement about new products was a very important part of our strategy.
One way we did that was with contests.
• Instagram contests proved to be very successful. I believe it’s due to the low
barrier to entry. Tagging your photo with the hashtag prompt and following the
brand is very simple. Also, people love to be mentioned by brands and have their
photos featured! I also promoted Instagram contest across all of our other social
• Twitter retweet
contests are also a
very simple and
effective way to
spread the word.
Here are a few examples of contests I planned
surrounding holidays and popular user generated
content. Whether or not they have LifeProof
products in their photos, fans are sharing entries
with LifeProof hashtags and engaging with the
Days of the Year
I believe sharing engaging content that’s visually stimulating and aesthetically
appealing is very important. You only have a few seconds to grab someone's
attention. Capitalizing on the visual nature of social media is key.
I managed a calendar of unique days of the year that applied to the brand. I made
sure that we created content or found user generated content and awarded fans for
use of their photos. Below is National Mustard Day, National Donut Day, and
International Ice Cream Day. These photos received a very large amount of likes!
Wherever LifeProof appeared on TV shows, music
videos, or Magazines I made sure we capitalized on
the exposure. We shared the content to all relevant
social channels and engaged with the TV show or
celebrity. By doing so, we received celebrity mentions
and re-tweets and lots of engagement from followers.
Social Media Event Support
Whether at the event or in the office I made sure we
had a social presence. I stayed in contact with our
events team to share interesting photos and get our
brand seen using relevant event hashtags. For events
with more social attendees, we set up photobooth's or
had a fishbowl with a phone in it. Attendees shared the
photos to their social media channels, which increased
awareness. The bottom right is me with the property
brothers in our booth, they followed our channels and
mentioned LifeProof on Twitter!
A tactic I used to create more
awareness was to get involved with
trending events and hashtags. Here are
some examples of 7-11
(#freeslurpeeday”), the buzz
surrounding Prince Harry’s “exposure,”
the ever popular #SharkWeek, and the
Despicable Me 2 launch.
Apple announcements are HUGE on social media. I followed along and live
tweeted about the event. Getting our brand seen using relevant hashtags, and
getting involved in current events is a big part of growing a brand. Because of this,
we saw a huge increase in engagement, reach and followers.
Photo of the Year
• Photo of the Year 2012 was a big Facebook contest
I put together featuring the Photo of the Week
Winners. We involved the community by offering
prizes for voting on the best photos and sharing the
contest. The contest was very successful and when
the photos were shared they did a really good job
of showing what LifeProof is all about.
• I put together Pinterest contests to create excitement about new products. I
made group boards for new products. Our board showed up on their page when
they joined, spreading the LifeProof Brand.
• I also pinned interesting and visually engaging photos to our boards.
• One of the most successful ways to drive traffic to your website is to include
“Pin-it” buttons on your website. People trust what their friends are pinning.
Nearly a year after selling our first product, top execs. were still against offering
any discounts or promotions. I was able to communicate with all the necessary
stakeholders to organize the first ever promotion, thanking our loyal fans, as
well as increasing sales and awareness.
Pubic Relations Support
• I worked directly with our PR Firm, Chereskin Communications. You can see a
recommendation on my LinkedIn from Valerie Chereskin.
• We worked very closely to support each other. I engaged with influential media
on social media and promoted online reviews
• It was a top priority of our CEO to win awards. I made it my mission to promote
awards on social channels and internally to employees. We won many,
including the Readers’ Choice Awards multiple years in a row for tech products.
One of the most important things I did at LifeProof was to create an army of brand
• The first type was a Facebook Advocate. When I saw community members that
were very passionate about the brand and actively engaged by answering
questions from other community members, I would privately engage them and
thank them for being such a valued community member. They were given free
products to test when new things came out and involved in beta testing. They felt
very special and became a valuable part of our community.
• The next type is an influential brand ambassador. When people with lots of
followers mentioned LifeProof, I engaged them and created a relationship in
exchange for product where they shared/delivered interesting content.
• I managed unpaid relationships with a few famous athletes and celebrities that
loved the LifeProof brand. I worked with these people to partner for Twitter parties
and to seed new products. Jesse Csinsack and Anastasia Ashley were the most
• Involving your company in Social Media is great for
company morale. Employees love seeing their picture
on social channels. We had dress up contests and I
took pictures of the winners to share. We also used
employees from different departments to help with
video prompts for Viddy contests.
• Fans love to see behind the scenes of a company; it
makes them feel like they are part of the family.
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