Comprehensive social media strategy for Brooklyn Body Butter for purposes that serve requirements for graduation for Full Sail University.

1. Social Media Campaign

2. Brooklyn Body Butter is a local
business in the Brooklyn, New
York area that sells body butter
for women, men and children.
This business was launched using
only natural ingredients and this
brand prides themselves on
cruelty free processing.

3. DEMOGRAPHICS
• 30-45
• Female
• Single; with children
• High School Diploma
• $30,000-$50,000
• Living on Own
Content & Messaging
• Customer Testimonials
• Appeal to competitive
nature
• Conversion Goals =
Purchase products
Buying Habits
• Decision-maker
• 1x/mo.
• Makes Purchase
Decisions quickly
• Uses mobile phone for
texting, talking and
apps.
PSYCHOGRAPHICS
• Likes to save time by
doing things quick
• Competitive Personality
• Gets recommendations
from friends and others
on social media
Name: Cassandra Blair
Occupation: Web Developer
Customer
Profile #1
Customer
Profile

4. DEMOGRAPHICS
• 20-35
• Male
• Married; with Children
• High School Diploma
• $60,000-$75,000
• Living with family
Customer
Profile #2
Name: Anthony Wilson
Occupation: Firefighter
Content & Messaging
• Customer Reviews
• Appeal to education
• Conversion Goals =
Shares and Advocacy
Buying Habits
• Decision-maker
• 1x every 3 mo.
• Makes Purchase
Decisions slowly after
careful consideration
and product
comparisons
• Uses mobile phone for
texting, talking and
apps.
PSYCHOGRAPHICS
• Likes to save time by
doing things quick
• Competitive Personality
• Gets recommendations
from friends and others
on social media
Customer
Profile

5. Campaign
Goals
The primary goal of
this social media
campaign initiative
is to grow sales.

6. CTA’s
• Purchase
products
• Share Reviews
• Recycle

7. Social Media
The three chosen channels for the purpose of expanding sales for
Brooklyn Body Butter are Twitter, Instagram and Facebook. 88% of
Millennials have a Facebook account and over have use it regularly.
Instagram account holders represent 53% of all online users between
the ages of 18-29. Finally, the Twitter demographic is dominated by
Millennials. This platform connects consumers to brands directly, as
well as showcases brand personality.

8. Type of Content: Quotes, Affiliate
Marketing
Nature of Content: Inspirational
Frequency: 5X/day; 7days/wk
CTA’s: Check out (influencer’s)
page
Hashtags: #Skincare #Hydrate
Metrics Analysis: Conversion from
Twitter to suggested platform.
Twitter

9. Instagram
Type of Content: Photo and short
video
Nature of Content: Promo and
Entertainment
This strategy will capture the market
with entertaining content and the
promotional content will encourage
them to buy the products sold by
Brooklyn Body Butter.
Frequency: 2X/wk
CTA’s: Shar e your Quar antine
skincare routines
Hashtags: #QuarantineRoutine
Metrics Analysis: Shares

10. Facebook
Type of Content: Video, photo,
text
Nature of Content: Educational
Frequency: 1-2/day; 2X/wk
CTA’s: Click here to learn more,
join our live to learn more, etc.
H a s h t a g s : # S e l f A w a r e n e s s
#SelfLove
Metrics Analysis: Event sign ups

11. Metrics
• Impressions
• Shares
• Sales
These metrics relate to
the target market because
this group is very
influential and these KPI’s
will quickly detect a trend.

12. SOCIAL MEDIA
• Facebook
• Twitter
• Instagram
Body Shop
ENGAGEMENT
• Customer Reviews
• Appeal to education
• Conversion Goals =
Shares and Advocacy
# OF FOLLOWERS/SUBS
• Facebook = 9M
• Twitter = 21K
• Instagram = 2M
TYPE OF CONTENT
• Product demos
• Consumer-Generated
Content
• Current Events
Competitor
Analysis

13. ENGAGEMENT
• Customer Reviews
• Appeal to education
• Conversion Goals =
Shares and Advocacy
TYPE OF CONTENT
• Promotional Content
• Inspirational Text
Content
• Interactive Content
Competitor
Analysis
Nivea
SOCIAL MEDIA
• Facebook
• Twitter
• Instagram
# OF FOLLOWERS/SUBS
• Facebook = 600+
• Twitter = 16K
• Instagram = 42K

14. Cross - Promotion
The message in this scenario,
would be the same. For
(given) information, follow or
subscribe here. For instance,
on Facebook the message
would be, “Follow our Twitter
for a chance to get a shout
out”. Another example would
be, “Follow us on Instagram
for satisfied client videos.

15. Influencer
Marketing
• Serena and Venus Williams
• David Carter
They are relevant to the brand and
influential to the target market.
They value cruelty-free products
and healthy living. They also want
the best for themselves and those
around them. These influencers
would be great models to jolt a
movement towards community.
Retweets and mentions from these
influencers as well as hashtags
with the brand name, photos and
even video reviews will promote
the brand identity exponentially.

16. Editorial
Calendar

17. Twitter Content
How do
YOU
use Brooklyn Body Butter?
According to research,
young adults on Twitter
want and even expect
the brand they shop to
have a Twitter presence.
T h e y d e s i r e t h e
Corporate/Culture blend,
s o e x e c u t i n g t h a t
effectively on Twitter
through charities and
community events and
o r g a n i z a t i o n
contributions, client
selfie shout outs and
other user generated
content such as reviews
and unboxing.
Comment Below
#SkinCare
#BodyButter
#DailyRoutine

18. Instagram
Content
Instagram is a
platform of much
multitude. Brand
content can help
potential consumers
through the entire
buyer’s journey right
from the platform
itself. The key is to fill
the need of
consumers by
situating yourself
where they are
already looking. Brand
content such as this
would drive action
from conversation to
conversion.
Check out what Serena Williams
has to say about achieving
supple, radiant skin. #Skincare
#loveThySelf #SelfCare
What does your skincare
routine look like? Is it the
same for AM and PM? If not,
what do you do differently?
Comment below. #skincare
#SkinCareRoutine

19. Facebook
Content
81% of all consumers that purchase products they’ve learned about on social media create a cycle when they
then share their experience with the product. With almost a billion active Facebook users, this unique and
personal view of the product will jolt an uptrend in sales through the buy-share cycle. Posts like the ones below
will rank high in algorithms because they are engaging and spark conversation, even if unrelated to the product.
This business owner is a local mom in Southfield, MI. Some of her consumers may know her personally. Also the
post to the right adds value to the brand through product education. The main ingredient is Shea Butter, one that
presents many uses and benefits. Hashtags will include #SheaButter, #Skincare, #LoveYourSkin.
Shop Brooklyn Body Butter for natural creamy
whipped perfection with the power to combat
dryness and leave skin smooth and moisturize
all day long. Vegan free and kid friendly. Get
some for the whole family!
Subscribe to our blog for skincare tips, easy
routines to help you stay consistent and a
community of accountability par tners,
advocates and enthusiasts.
#SkinCare
#BodyButter
#DailyRoutine

20. Amplification
Strategy
The Brooklyn Body Butter brand will amplify their marketing campaign via a
heart felt story told by company owners and staff, influencers, brand
partners, vendors and consumer alike. This household brand wants you
their consumers to feel like family, so posts and initiatives will be driven to
tell this warm loving story of family and community through carefully
crafted products and engaging content. Since part of the target market is
moms, there will be some focus on content that parents can relate to since
men are part of the target audience as well. With vehicles like iFluenz,
Brooklyn Body Butter can effectively amplify their message directly to their
target audience and immediately create engagement, raise readership
exponentially and finally begin achieving continued gradual growth.

21. Budget &
Ad Copy
A $50 monthly budget will be allocated to Facebook and Instagram
platforms. Upon monitoring results analysis, fund allocations may or may
not change.
Subscribe to our blog for skincare tips, easy
routines to help you stay consistent and a
community of accountability par tners,
advocates and enthusiasts.
Shop Brooklyn Body Butter for natural creamy
whipped perfection with the power to combat
dryness and leave skin smooth and moisturize
all day long. Vegan free and kid friendly. Get
some for the whole family!
#SkinCare
#BodyButter
#DailyRoutine

22. Bibliography
• https://www.brooklynbodybutter.com
• https://www.shutterstock.com/search/facebook+logo
• https://www.laveh.com/blog/marketing-channels-to-reach-millennials
• https://nordicapis.com/success-vs-failure-the-importance-of-api-metrics/
• http://www.guoya.biz/reporting-and-metrics/
• https://www.searchenginewatch.com/2014/11/19/search-marketing-reporting-8-metrics-clients-actually-care-about/
• https://www.grammarly.com/blog/call-to-action/
• https://customgrowthgroup.com/twitter-call-to-action/
• https://unsplash.com/photos/BQMZ5ligqps
• https://unsplash.com/photos/6UWqw25wfLI
• https://www.plantbasednews.org/opinion/revealed-top-100-most-influential-vegans-of-2017
• https://blog.unmetric.com/personal-care-brands-india-social-media-strategy
• https://twitter.com/thebodyshop?lang=en
• https://www.facebook.com/TheBodyShop/
• https://www.instagram.com/thebodyshop/?hl=en
• https://twitter.com/niveausa?lang=en
• https://www.facebook.com/pages/category/Health-Beauty/Nivea-body-lotion-261490114185988/
• https://www.instagram.com/niveausa/
• https://www.impactbnd.com/blog/instagram-drives-shopping-behavior-new-data
• https://www.jeffbullas.com/5-reasons-why-facebook-drives-consumer-buying-infographic/
• https://marketing.twitter.com/na/en/insights/brands-plus-culture-plus-twitter-equals-impact
•