SCET Brand Campaign
Situation: In the period leading up to Fall 2023, the SCET brand campaign was facing challenges in gaining significant traction on social media platforms, specifically on Instagram and LinkedIn.
Task: My objective was to revitalize the SCET brand presence online. This involved extensive research, strategizing, and executing a revamped content approach, with a particular focus on video content to enhance audience engagement and reach.
Action:
- Research & Strategy Development: I conducted a comprehensive analysis to understand the current content landscape and audience preferences, leading to the creation of the attached presentation.
- Video Content: Armed with insights from the research, I hired a video producer. Together, we embarked on producing short videos and reels tailored to our audience.
- Highlight: One particularly successful reel featured a student interviewing basketball legend Shaquille O’Neal, which garnered a reach of 140k.
Results: The revamped strategy produced tangible results in just one year:
Instagram:
- A remarkable 199.4% increase in net follower growth compared to the previous year, adding 476 new followers.
- Achieved an engagement rate of 2.1%, a 344.4% increase year-over-year.
- Published 126 videos, marking an 870% increase from the previous year.
LinkedIn:
- Recorded a 23.7% increase in engagements year-over-year.
- Achieved 65.2% more post clicks.
- Attained a 6.3% engagement rate, reflecting a 9.5% growth from the previous year.
Through focused strategies and effective content creation, we were able to significantly boost the SCET brand’s online presence and engagement.