Fender | Social Media | Planning and Content

During my time leading Fender's social media in Europe, it became clear from our Facebook, Instagram and YouTube results that the UK-made content we were trialling was performing significantly better than global content that was produced centrally in California for worldwide use.

 

After drawing up a detailed plan, the new content we created doubled the percentage of people viewing the videos (40% vs the 20% global benchmark).

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This success also contributed to over 10% sales and subscriptions growth every year, and enabled us to go beyond social media for future campaigns; into highly-targeted TV and Cinema spots, billboards located in close proximity to retailers, and local radio.

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My role started with identifying the opportunity, creating the proposed content plan, briefing the production of the video content, writing the social media plan, and monitoring the social community to take feedback forward into future campaigns.