Fabutan
Commissioned social media audit, content creation, and strategy.
The Brief
I am a social media strategist for years, and last March, I was commissioned to do a Social Media Audit for a locally-owned Fabutan franchise through a marketing agency. The project aims to deliver an audit with proposed recommendations & approaches to refresh their Instagram page.
The Process
Pre-work: I usually kick off my process through a discovery call - getting to know the client, identifying their pain points, and nailing their goals they want to achieve. Keeping in mind that usually local entrepreneurs tend to be overwhelmed, I tried to make sure I include the following important bullet points when I present a deck and social design to clients:
Dig deeper into where they’re currently at in terms of their branding and social media performance
Give valuable insights by peeking into their ad campaigns results
Spend time checking customer journey from their website
Read and sift through content and inspect their creative assets and see if they all tie together
Social Media Audit & Content Creation
The Client: Fabutan
Fabutan is Canada’s largest lifestyle brand offering self-pampering services like tanning, eyelash extensions and red light therapies.
The Goal
Curate and present a strategy deck including a holistic digital media approach:
Social Media Audit
Summary of Learnings
Strategic Recommendations
Social Media Posts
Copywriting and Content Calendar
The Creative Rationale
Fabutan is Canada’s #1 lifestyle brand that helps customer reach their desired tanning goals. Having this in mind, I tried to put myself and their target customers' perspectives.
Based on the social audit, a lack of cohesive design and the challenge of staying on brand across all of their digital platforms has been observed. With this in mind, I tried to develop a design template that depicts their color palette for better brand recognition, a style that is clean and modern, and a consistent editing style.
Cohesion and consistency in social design are important to make sure they’re evoking the right vibe. By using the same tone and sticking to a visual theme, their brand is more recognized, posts are more impactful and eventually build trust and loyalty. Additionally, by incorporating contrasting colors, the designs looked organized and it establishes a great hierarchy that signals their audiences where to look. In the social template, I made sure there is an equal visual weight in a single image to create a nice harmony in the feed. Adding textures and playing around with sizes were considered too on the creative assets. The overall appearance of some social posts also had some level of opacity to be able to highlight and make some of the elements stand out. When creating a social content strategy, I always make sure there is a combination of text posts and images as well as it gives captivating visual interest and considering these are posts on Instagram, a curated feed wins the customer’s eyes most of the time.
The Output
As this is being presented to the client, I also mirror my deck tailored to Fabutan's brand to make it genuinely all about them, their brand, and their service.
Social Media Audit
Take a minute to check the social media proposal for this project!
Project Scope Highlights
Scripting and Copywriting
Social Media Strategy
Content Creation
Instagram Stories & Highlights
Social Media Approach
90-DAY GOAL
FIX+FLEX AD & SOCIAL PAGES
Get started with fixing all page-related changes to enhance social SEO, flex all the creative designs through publishing cohesive organic content.
PROMO/OFFERS KPI ROLL-OUT
A well-planned and mapped-out snapshot of your most important KPIs in a maintained content calendar that will house all creatives and copies & identify effectively all the offers and sales.
MONTHLY ROLL-UP REPORT
This report takes note of spikes of activity for the social media team to respond to trends quickly.
STRATEGY & TRACKING REVIEW
Here, the focus is less on just the numbers and more on actions, prioritization, and goal-setting of creative ways to reach customers and make them convert.
