BRIEF

ZWILLING approached Naloi Media Group to take over their social media to create a digital content strategy, advertising plan and conduct community management.  

OBJECTIVES 

• Integrate social media shopping applications on Facebook and Instagram
• Drive purchase conversions
• Increase web traffic 
• Develop custom content for Instagram, Instagram stories and Facebook

STRATEGY 

Naloi Media Group developed a content strategy with social calendars for Facebook, Instagram and Instagram stories for paid and organic content.. Taking a 4-part approach: 

Phase one: Developed a social media playbook, including content pillars for Facebook, Instagram and Instagram stories. The playbook included community posting guidelines, logo and font usage, and crisis communications plans and reporting protocol. 
Phase two: Worked with the marketing and sales departments to build a social media buying strategy. 
Phase three: Developed comprehensive social calendars and action items to fulfill proposed integrated marketing and sales campaigns. 
Phase four: Created a content plan around global media campaigns and localized campaigns that were developed and executed by Naloi Media Group. 

RESULTS

Summary of results in 1 year

• Facebook + 3,769 followers, 2% increase
• Instagram + 2,607 followers, 12% increase 

PAID STRATEGY

• Exceeded our KPI’s for sales by 29%
• Increased purchase conversions by 59% from 2018
• Purchase (ROAS) Return on ad spend $35.06
• Facebook CPM $8.79 (vs standard FB $ 11.20)
• Impressions 126,411
• Reach 68,575

INSTAGRAM RESULTS

• Total impressions: 2,459,328
• Total Reach: 1,620,531

CONTENT DEVELOPMENT

• 40 total: 20/Facebook and 20/Instagram monthly
• Worked with ZWILLING in-house graphic designer to create custom content for the advertising campaigns
• Repurposed global content, user-generated content from customers and influencer collaborations
• Developed custom content with the in-house videographer and photographer