2021 | SOCIAL MEDIA MANAGEMENT
AND BRANDING
Instagram: LOA SKIN
LOA SKIN is a brand that was started by folks who were passionate to help others on their journey to skin confidence. The founders wanted to share their knowledge of and passion for skincare science in a manner that was informative, approachable, and helpful.
The Objective
To develop and execute digital marketing strategies to help a local Vancouver skincare brand establish their digital presence and brand across all social media platforms and ensure that the brand voice, image, and persona are consistent.
When I first joined LOA SKIN, there were no official branding guidelines or unified brand voice established across the organization. I was excited to help LOA SKIN narrow their focus on their brand voice, their target messaging, and positioning on social media and in the digital space.
The Process
By conducting research and gathering insights from their current customer base, social media profiles, competitors, product positioning, and target market, I was able to consolidate all of this research and branding collateral into one, unified document, that I created using Adobe InDesign. This iterative project required collaboration with the co-founders and stakeholders of the organization.
It is from creating these established branding guidelines that I was able to successfully manage their social media channels. By using these brand guidelines as a point of reference, I created the following social media posts:
The Outcome
This official branding guidelines is now readily referenced when LOA SKIN collaborates with third party agencies, creatives, and freelancers. It is not only a great frame of reference, but it gives the brand a more cohesive image and voice.
I was able to help LOA SKIN establish and grow their digital presence by:
- Creating crafting key messages to communicate the company’s mission, values, and product offerings
- Executing an engaging social media content calendar to build brand equity and foster a strong online community
- Conducting content and influencer marketing in order to build the company’s digital footprint
- Contribute to SEO efforts in the form of educational blog posts on skincare and the science behind certain botanicals and skincare ingredients
All of this work included many brainstorming sessions, market research on current trends, and lots of experimentation to understand what was resonatIng with audiences.
By first consolidating their existing branding and then building out their social media presence, I was able to help LOA SKIN gain a stronger foothold into the industry and establish an intimate community of beauty and skincare lovers who are also passionate about climate change and animal rights.
Why This Project was Significant to Me
Digital storytelling is a passion of mine, and I was really happy to help the co-founders share their vision that encapsulated their lived experiences, work, brand mission and values. During my time as a Content Marketing Coordinator, I was able to really take ownership of my work. I enjoyed taking ideas from conception to execution and conducting an in-depth analysis to identify the strategies that worked and what new ideas to try for next time.
