Case Study: 7400% Increase using Organic Social Media Strategy

In today's competitive marketplace, businesses need to explore various marketing strategies to stay ahead of the curve. One such option is organic social media marketing, which leverages social media platforms to reach target audiences and promote brand awareness. In this case study, we will explore how organic social media marketing improved sales for "The Nail Tech Event of the Smokies."

A chart with low analytics from paid ads — Organic Social Media Strategy vs Paid Ads

TargetAudience:

The Nail Tech Event of the Smokies is a US trade show exclusive to nail technicians and nail care professionals. They offer an array of vendors and educational resources for both novice and experienced nail techs. Therefore, the target audience for the event include U.S. nail professionals who are seeking a professional network and atmosphere to purchase products and learn from. The target audience is typically beauty professionals, nail technicians, licensed beauty pros, salon/spa owners, beauty school students & their Instructors.

Key Messages:

The key messages for The Nail Tech Event of the Smokies' organic social media marketing campaign were centered around the atmosphere and opportunity. We highlighted "The #1 trade show exclusive to nail professionals, in the serene Smoky Mountains!" We used messages like "a complete family friendly tax-write off vacation" to highlight the scenery and environment that attendees would experience.

Social Media Channels for Online Visual Merchandising:

As Facebook and Instagram are widely used social media platforms, they were chosen to promote The Nail Tech Event of the Smokies' organic social media marketing campaign. On each platform, content was tailored to show case key brand elements including vendor products, educational tips, Smoky Mountain atmosphere, nail posts, and ticket sales. We strategically implemented a posting style that fit all brand elements within view at each phase of interaction. New audiences were able to understand exactly what the Nail Tech Event of the Smokies was about within 2-3 scrolls across sales channels.

Additional Activities:

With one launch day, and one event opportunity, we utilized cycles of awareness, engagement, and promotion to market The Nail Tech Event of the Smokies. Within this cycle we adapted shifts in conversation to meet each stage in the traditional marketing funnel. We were able to sell all VIP Tickets in under 10 hours on launch day, limited to 100 slots. We grew audiences over 10k followers and established reach that grew from 20k annual to 1M monthly.

Download the Case Study below to learn more about the challenges and strategies implemented to achieve 4% conversion.

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