Since 1919, Wahl Professional has been a leading manufacturer of grooming products for both men and women. The company had been on social media platforms like Facebook, Twitter and Instagram for a few years, showcasing its products, featuring testimonials and offering tutorials for its audience. By 2014 they had hit a wall with their efforts and were looking for ways to increase their audience size and engagement.
The company sought social media consultation and insights on how to improve their performance. I developed a brief that would implement a strategy that capitalized on the audience they already had and took it new levels. How? I leveraged user-generated content, untapped online influencers in the industry and interacted with the audience on an almost real-time basis with the goal of making it feel beyond an online community. I also developed content showcasing their products and tied it into the brand's reputation leader.
The result speak for itself. The legendary grooming appliance maker continues to thrive online, with a current average of nearly 850 interactions per Instagram post and a 88% increase in total audience since the strategy and social media tools were put into place. Usage of the #Wahl hashtag on Instagram has also seen impressive growth, netting an engagement rate exceeding half a million over time. On Facebook and Twitter, audience size has nearly tripled, with audience engagement levels spiking eight times their daily average on Twitter since the strategy was devised. The campaign was also highlighted by leading social media software tool, Sprout Social.
Branding,, Brand Strategy,, Content Development, Content Strategy, Copywriting,,, Creative Direction,, Facebook, Instagram, Social Media, Twitter