Social Media Strategy for Qaveman, a Men’s Skincare Brand
USP:
Local (Swiss) skincare brand made with local products, by men for men.Target group:
Young, urban men looking to define themselves with something different (25 - 40 years old).Goals:
Build an effective Social Media strategy and gain at least 1’500 followers until the end of the year Communicate the brand values through impactful storytelling Generate high-quality traffic and promote sales Conceptualise and launch an influencer campaign Build a qualitative presence online Engage the community by promoting the hashtag #MENEVOLVE
Strategy:
Content Planning (Including special content for Father’s Day, Movember, etc)Use of content categories that reflect the brand values such as community, friendship and Swiss qualityPerformance analysis through Instagram’s insights to define the best-performing content categoriesPartnership with other brands to promote Qaveman’s products - QOQA, Schnauzug, Perspect Sunglasses, …Interaction with relevant accounts to facilitate community building (skincare, fashion and men’s magazines)Motivating followers to share content with the brand’s hashtagCollaboration with influencers for product endorsements and reviewsCreation of viral content to raise brand awareness
Instagram content (collaboration with @itsmorrow)
Instagram content (collaboration with @itsmorrow)
Outcome:
The Instagram account grew from 700 to 1700 followers in six months, generating over 42’000 impressions and reaching 33’000 accounts per month.Our “Sending tube into Space” video was 9 Gag’s Hot Topic of the week and was published on Swiss Newspapers (Le Temps & La Cote).Credits: Jeanine Romao - Content Creator & Community Manager / Torben Girault - Director of Sales and Marketing / André Kälin - Marketing Manager.