Tag: Digital Marketing Experience

A Quick Overview

For years, Buhi has been a leader in handbags and luggage, catering to customers that aren’t content to sacrifice style for quality, or vice versa. The Juxta Smart Luggage line is one of Buhi’s product lines-and it is it’s time to shine. Featuring a modern and trendy hardshell, multiple on trend colors, and plenty of features that can appeal to the target personas on a personal level and a functional level as well.

For this year, our overall goal was to see an increase in Juxta Luggage sales of 60% in the next two years. Considering the decline that this product has seen recently, it’s also become a personal goal to get back in touch with Juxta’s target personas, and to make the buyer’s journey more intuitive for them.

For the purposes of this report, the sales results will be weighed against expectations per quarter.

Quarterly Results

Quarter One

• Sales Goal: Net gain of $4,400,000
• Results: $4,245,030
• Variance: -$154,970
• Compared to Last Year Q1: 3% Growth

Coming underneath projected revenue by 3.52% Q1 starts off on a surprisingly promising foot. Although beneath projections, the variance is attainable, with projections remaining at a total year one revenue of $45,000,000.

Overall, greatest increase in the marketing funnel snapshot lies within Awareness/Intent.

Out of the personas, we received the most website visits from Sally with a 24% growth in her Awareness/Intent phase of the funnel. Product Placement and Magazines performed the best for Sally when compared to cost per website visit.

For the others:

• Mindy
  • 10% growth in Consideration/Intent
  • Best performance compared to cost per website visit: Flyers
• Sue
  • 1% growth in Purchase
  • Best performance compared to cost per website visit: Ebooks
• Raj
  • 21% growth in Awareness/Intent
  • Best performance compared to cost per website visit: TV, Podcasts and Direct Mail

Quarter Two

• Sales Goal: $9,100,00
• Results: $8,854,745
• Variance: -$245,255
• Compared to Q1: +9%

This quarter also came underneath the projected revenue by 2.7% – closing the gap a bit from the previous quarter and gaining a bit of ground on that $45,000,000 projection. This quarter also out performed Q1 by $364,685.

Awareness/Intent continues to be the greatest increase of marketing funnel growth.

This quarter, the persona that generated the most website visits was Sue, with a 22% increase in Awareness/Intent. Social Media and Product Placement were the top performers when compared to cost per website visit.

For the others:

• Mindy
  • 4% growth in Purchase
  • Mobile Marketing
• Raj
  • 10% growth in Consideration/Intent
  • Out of Home Marketing (Airports)
• Sally
  • 17% growth in Awareness/Intent
  • News Stories, Video Marketing

Quarter Three

• Sales Goal: $14,200,000
• Results: $14,149,361
• Variance: -$50,639
• Compared to Q2: +15%

This quarter closes the gap between projected sales and actual revenue by the smallest margin, coming in just 0.36% beneath projections. Q3 also outperformed Q2 by $684,902.

This quarter saw a bit of a plateau in terms of projected funnel growth. Awareness/Intent still rose above the others, but Consideration/Intent took a bit of a step up.

This quarter, Sue generated the most website visits once again, with a 10% increase in Consideration/Intent. Sponsorships, Community Relations and Direct Mail proved the best in performing compared to cost per website visit.

For the others:

• Mindy
  • 17% growth in Awareness/Intent
  • Magazines
• Raj
  • 8% growth in Purchase
  • Email Marketing
• Sally
  • 13% growth in Consideration/Intent
  • Community Relations, Out of Home Marketing (Airports)

Quarter Four

• Sales Goal:$19,750,000
• Actual: $20,058,689
• Variance: +$308,689
• Compared to Q3: +12%

Ending Year One on it’s strongest note, Quarter Four is the first quarter where there is a positive variance of 1.56% to the projected sales goal. Q4 outperformed the previous quarter by less than the variance between Q3 and Q2, but still a resounding amount of growth at $614,710.

Quarter four also saw a continuation of the plateau trend for Awareness/Intent in the marketing funnel, with the spike for Consideration/Intent remaining steady on it’s upward climb.

Mindy was the persona that drew in the most website visits, with a 12% increase in Consideration/Intent. Once more seeing Community Relations and Sponsorships performing the best for cost per visit.

For the others:

• Sue
  • 7% growth in Awareness/Intent
  • Brochures, Magazines, and Video
• Raj
  • No growth reported
  • Social Media and SMS Texts
• Sally
  • 6% growth in Purchase
  • SMS Texts

Year Two Projections

• Revenue Goal: $45,000,000
• Anticipated Growth: +1.02%

Although growth in the first year was slow, I believe on the current trajectory we will continue to see growth for the Juxta Smart Luggage, and should end Year 2 over the expected revenue by the projected $45,700,000. I am setting a personal goal for myself and my team to hit $47,500,000, or an increase of 1.06%.

The plan to attain both the currented projections and our team goal is to zero in on our ad spend, and look to lift the Purchase and Loyalty percentages to increase by 3. I anticipate and projected Awareness and Intent to continue to grow, and follow the pattern of rising in Q1 and 2 and plateau in Q3 and 4.

In Conclusion

This Marketing Campaign was created to drive sales in a declining product line. We have risen to the challenge and have laid the ground work in this first year to meet and exceed projected expectations. In Year 2 the focus will be on harnessing the buying power within our target personas, and drive them to make that purchase and remain loyal to the brand. By ensuring their loyalty, and building it upon the great base of awareness and intent, I believe we’re stepping into a year full of gains and insight into Buhi’s loyal customers.

This report is comprised of analytics and data gathered during the 12 week Social Media Simternship for Buhi Bags. This Social Media campaign focused it’s effort entirely on livening up Buhi’s OG line, and as you’ll see below by the results, was successful at getting this well known product line back in the hearts and minds of customers.

The Target Audience

For this campaign, the target audience I chose to focus on was Daypacker Tom. You can learn more about Tom in this social media audit I performed for Buhi at the beginning of this campaign.

While the audit will give you an in depth glance into Tom’s social media habits, this report does contain updates. In that initial audit I pitched that Facebook, Instagram, and Twitter would be the best channels to target and capture Tom’s interests. What the last twelve weeks have shown is that Tom was best found on Facebook, Instagram, and TikTok.

Not only did we reach Tom on those three main channels, we also reach other potential customers as well. Content that prompted engaging questions, as well as challenges to seek out the adventure social media scrollers were looking for performed the best. Partnering with mega influencer Chris Ronald broadened our reach and revenue and captured that male attention we need to keep Tom engaged. Overall, it’s safe to say that the bulk of our social media engagement is performed by men within Tom’s age and income demographic.

Goals and Metrics

This campaign had the goal of increasing awareness for Buhi’s OG Backpack line through a variety of ways and over the holiday season. We had to find out what worked best with organic and paid posts as well as collaborating with influencers. This presented a wide array of goals and metrics that could be used to measure this campaigns success.

I’ll dive more into KPI’s and metrics below. But first, let’s dive into the content strategy.

Content Goals

For both paid and organic content I wanted the content on all social channels to have an enticing quality. Each piece of content was written with the goal of inviting our followers to daydream about their next big adventure. This was done with a combination of text and breathtaking visuals.

Daypacker Tom is an avid adventurer, and he’s looking for that next big adrenaline fueled experience. This strategy was built around what he would want to see when scrolling through his various social media outlets.

Which Social Media Channel Performed the Best

Instagram was by far the most continually profitable social media channel that we saw throughout these last twelve weeks. With a consistent increase in all areas, Instagram was the reliable channel that we could lean on as a key component of the social media strategy for Buhi.

The KPIs we looked at for these last twelve weeks were based on overall Revenue, Engagement and Impressions.

Data Results for Instagram

• Total Impressions: 653,804
• Total Engagement (Likes and Comments): 67,108
• Total Revenue: $163,960
• Total Followers Gained: 42,470

With a consistent increase in all areas, Instagram was the reliable channel…

Instagram’s consistency became apparent quickly earlier in the rounds, shining as a star in organic posts. Users were drawn to engaging and escapist content, where they could daydream about adventures while potentially looking to Buhi as a brand leader and a next backpack provider. Where Instagram really shined was in the paid social posts – bowling over the other social media channels and rising to the top in terms of both Engagement and Revenue.

Honorable Mentions

Facebook was the third-best channel as far as revenue, but the second best on impressions and engagement. This channel never really rose above the metric of ‘consistent’, but remained as a channel that was worth investing time and budget towards.

Data Results for Facebook

• Total Impressions: 558,275
• Total Engagement: 55,748
• Total Revenue: $61,800
• Total Page Likes Gained: 33,085

While it might be easy to look at the numbers earned from TikTok and turn and want to invest more into that channel, I will say that Facebook is worth continuing to use as a social channel for Buhi and for Daypacker Tom. It is a channel that calls for a higher post frequency, and I believe that if that posting frequency seen in the early rounds would have carried through to the end, Facebook would have been in the second spot for revenue instead of TikTok.

TikTok was the second best performing channel in terms of revenue, and had the potential to outpace Facebook in both impressions and engagement. What hindered TikTok in terms of overcoming Facebook lies in age of the average user. As I mentioned in the social media audit at the beginning of this campaign, the younger generation doesn’t share the same outlook as Daypacker Tom – but the numbers show they have the same spirit for adventure.

Data Results for TikTok

• Total Impressions: 335,745
• Total Engagement: 34,274
• Total Revenue: $139,320
• Total Followers Gained: 19,426

The Underperformer

In the social media audit performed at the start of this campaign, I predicted that Twitter would be a top performing channel due to demographic factors. It quickly became apparent that this was not the case. Twitter as a social media channel is constantly on the move, both in terms of pace of content and types of content posted on the channel. For this reason, I made the call quickly in the campaign to abandon efforts on Twitter to focus on TikTok, and will stand by that position.

Data Results for Twitter

• Total Impressions: 24,047
• Total Engagement: 2,582
• Total Revenue: $7,200

Twitter’s results for Buhi opens up a broader question: Is Twitter worth the hassle?

The short answer is yes, the long answer is maybe.

To get the most out of Twitter you must be able to post multiple times a day, with engaging text posts and occasional media posts. You need to be informative and educational, and the approach we took with Tom during this campaign was to be more alluring, inviting and encouraging to take that extra fork in the road to experience adventure. It wasn’t the right campaign for Twitter.

Is Twitter worth the hassle? The short answer is yes, the long answer is maybe.

In Conclusion…

Overall, my experience working as the Buhi Social Media Manager was a very productive one. It gave me an insight on not just how to handle a large project such as this simternship, but also how to respond and react to the ever changing social landscape. I would say that this experience is extremely valuable to me and my growing career in Digital Marketing.

The biggest thing that helped going into this campaign, in my opinion, was the social media audit. Taking the time to narrow down focus onto the buyer persona was a key player in how I crafted my content and focused on which channels I would post on. It was also the reason why I chose to take such an adaptive response and switch from Twitter to TikTok. Buyer Personas are like sign posts for any social media campaign, the true guiding key markers (along with metrics and data gathered) that helps any social media director/manager to keep focus on the campaign’s goals.

Each round I saw myself looking over the results and course correcting to ensure I was keeping the target audience in mind. If I didn’t do that, I’d be stressing over keeping consistency and frequency high on Twitter instead of adapting to the more profitable channel that TikTok became. I would say that this ability to adapt and react has been the key takeaway for me personally, and I hope it shows throughout this social media report.