- Strengthen brand image, by building authority & cohesion.
- Reach new audiences & increase engagement levels.
- Create a flexible and reliable content process for the client to easily implement moving forward.
Project Summary.
Sara Zozaya is an up and coming singer, musician and song-writer who has earned the Basque Country’s heart and spotlight during these past years with her intimate creations that combine avant-grade styles and sounds of the area with a nostalgic touch.
Sara came to me looking for a sounding board & accountability partner that would help strengthen her social media presence and reach new audiences online, while nourishing better connections with her current fanbase.
Challenge.
- Maintaining an active social media presence during the artist's 'silence' phase.
- Identifying new content areas to nurture connection & engagement with fan base.
The artist finds herself in a moment of ‘silence’ or ‘seed-planting’ phase, in which her main focus resides in composing and recording for her upcoming debut album.
During such a phase, it is common for artists to encounter lower sales, activity and engagement levels. The challenge is therefore identifying new content propositions in order to keep relationships and activity ‘alive’ while nurturing connections with the audience in preparation for her album launch.
- Weekly advisory calls where we discussed the best ways to leverage social media and conducted brainstorming sessions to strategically align content with the client’s goals and agenda.
- Created a content framework that divided 3 different content pillars and value propositions (entertain, inspire, & inform) to avoid scrambling for new ideas on what to post every week.
- Created a monthly content calendar template in Notion with content prompts, progress tags, & process structure to simplify the content creation process.
- Delivered a brand identity book to help the client understand, define and reaffirm who they are (as a brand), who they are for, and what message and image they want to convey to the world in order to build trust & authority.
Over the course of three months, the client experienced:
- An expansion in audience reach by:
- gaining 93 new followers
- increasing impressions on 42%
- more than doubling the number of accounts reached by 107,5%
- Content that boosted overall engagement:
- 248% higher overall engagement rate, including a 465% growth in likes and 217% growth in comments
- 340% more conversions on website taps
- fans & the community interacting much more to content than before, with content interactions growing up to 441,4%
- Improvement in content creation processes, volume & efficiency thanks to:
- Streamlined and more defined content process
- Pre-defined content calendar
- Easy to implement content prompts and templates
