Topic
Baker’s — via Aligned Social
Social Strategy & Audience Growth
The role of a Social Media Manager isn't just posting on Instagram and Tiktok. It's data-led content testing, trend analysis, campaign optimisation, audience relationship management & social world building.
PROJECT OVERVIEW
ROLE
Social Media Manager
CLIENT
Baker's London
LOCATION
London, UK
TIMELINE
24 weeks
TEAM / STAKEHOLDERS
Founder & PR team
THE BRIEF
My responsibilities for this client included helping them grow their online presence, building a brand and creating content that builds a relationship with their audiences
WHAT I OWNED
01
Content Strategy
Helping a brand grow from scratch gave me the space to understand the brand and develop strategies that were aimed at helping them achieve their overall social goals
02
Audience Growth
With the strategies in place, I was able to grow their audience by 1,400% over three months. Upon research, what helped achieve this was curating a series and covering events that the client was present at
03
Shoot Planning & Delivery
Baker's being my first client to own, I was able to plan shoots and handle client communication first hand. This allowed me to truly understand and plan out their schedule according to what worked for them as well as taking into account of the founder's visions
KEY CHALLENGES
Understanding a new market
With a new brand coming into the UK market, time had to be allocated to understanding the business's scope as well as the UK market
Refining ideas through strategy
Developing creative concepts that align with the established content pillars rather than just reactivity
Building the Baker's world
Creating content that not only filled the gaps in the content calendar, but also added value to building the world of Baker's
PROCESS
01 — PLAN
Baker's content was what drove the planning for their months content calendar. With a focus in founder content, product spotlights and recipe building
02 — COORDINATE
Shoots were always guided with a mood board and shoot-plan which would then be discussed in weekly meetings. This would be discussed with the PR team to also include any additional posts to highlight any publications or events
03 — DELIVER
Deliverables included one professional shoot a month, three grid posts and five story sets per week. The content stretched over a mixture of edited photo assets, short and long form videos & event coverage.
04 — HANDOVER
N/A
OUTCOME & IMPACT
RESULTS
— Audience growth of 1,400% over three months on social platforms
— Developed a consistent content series
— Created visual & content synergy
SKILLS DEMONSTRATED
Content Sheduling
Copyrighting
Creative Strategy
Account Management
Photo & Video Editing
REFLECTION
The opportunity to be a part of a—new— brand's growth and introduction to the market was one of high value to me. It truly gave me the chance to learn how to manage a client, build it's social branding and make marketing decisions.