Social Media
Midas
01. Project Details
Midas’ goal was to increase engagement and grow a larger social media following, particularly on Instagram (their youngest social media account) and one that focused on females aged 25-44 years old.
02. Creative Process
My overarching philosophy was to rebrand auto repair and maintenance. I sought to contradict negative connotations associated with this type of service and shift the tone towards one of empowerment and inspiration.
The issue I had to consider for Midas was that auto repair and maintenance is regarded as a “grudge purchase”, so I wanted to position Midas’ social media content in a way that gave drivers more confidence on the road, but also helped introduce the notion that a well-maintained vehicle would unlock a world of possibilities.
To do this, I focused on balancing educational topics that consumers, particularly women, might feel too intimidated to ask a technician along with beautiful travel photography (often featuring women) to ignite that wandering spirit in Midas’ audience. I also leveraged newsworthy stories from Midas in order to connect with users on an emotional level, and sprinkled in influencer- and user-generated content to help promote Midas’ sense of humanness, relatability and community.
03. The Results
Within a 12-month period as the lead Social Media Strategist/Copywriter for Midas, I was able to:
Increase Instagram’s total audience size by 173%
Evolve Instagram’s female audience from 23% to 37%
Maintain a strong presence among 25-44 year olds on Instagram at 68% (previously 64%)
Bring in a total of 6.3k engagements on Instagram — a 360% increase
Increase Twitter’s engagement rate from 1.8% to 2.2%
Maintain a strong female audience on Facebook at 56%
Fusion Chiropractic Spa
01. Project Details
The individuals behind Fusion Chiropractic Spa were not necessarily interested in growing their South Florida business, but they did need help establishing a stronger and more consistent social media presence, all while highlighting their team members’ fun personalities and limitless knowledge about chiropractic care and healthy living.
02. Creative Process
Early into the project, Fusion’s team made it known that a common challenge they faced was the misconception that chiropractic care was only for older people. However, they made it clear that they actually work with a lot of younger folks, including athletes.
With this knowledge, I chose to leverage the rapidly growing popularity of short-form video content, which had maintained a particular interest among younger audiences. Through short-form video content, I sought to educate people on the benefits of chiropractic care while utilizing trending audio clips that simultaneously allowed us to invoke humor and showcase the friendly, fun and approachable qualities of Fusion’s team members.
We also paired the short-form video content with other content pillars including educational visuals and behind-the-scenes photography from the multitude of local community events that Fusion participated in.
03. Scope of Work
While working with Fusion Chiropractic Spa, I would perform each of the following tasks every month:
Craft social media content calendars for Facebook and Instagram.
Coordinate and capture short-form video content (and occasionally photography).
Handle all post-production for short-form video content.
Review and edit all other creative including graphic design, copy, and hashtags.
I wrote all copy up until November 2022.
Track and analyze performance across all social media channels.
04. The Results
Over a nearly two-year period working with Fusion Chiropractic Spa and with a purely organic (non-paid) strategy, I was able to achieve the following results:
Improve Instagram’s engagement rate from 2.5% to 6.2%
Accrue nearly 55k video views on Instagram and 8k on Facebook — a 3,488% increase
Grow their Instagram audience by 30.1%
Increase Facebook’s engagement rate from 7.1% to 12.2%
Grow Facebook’s following by 4%
