The Loyal Subjects

The Loyal Subjects

Influencer & Social Strategy

2022

Overview:

To develop, execute and manage The Loyal Subjects’ social media strategy, integrating a mix of brand-building, engagement-focused, and sales-driven tactics to create a holistic approach to The Loyal Subjects’ social media presence. Regular assessment and adjustment based on analytics were critical for ongoing success.

Goals and Objectives:

  • Brand Awareness: Build and enhance overall brand awareness for The Loyal Subjects (TLS).
  • Audience Growth: Actively grow the brand’s social media following across platforms.
  • Engagement: Encourage engagement among consumers to build loyal and engaged fans, both new and old.
  • Sales Support: Support retailer sales, both online and in-store, by promoting product offerings and directing traffic to retailer websites/locations (Walmart, GameStop, Target).
  • Product Showcase: Showcase the ‘WOW’ factor of all TLS products.
  • Product Launch:  Highlight fan favourites and announce the launch dates of new products.

Strategy and Tactics:

  • Platform Selection: Utilize a mix of social media platforms based on the target audience and content type (e.g., Instagram and Facebook)
  • Brand Consistency: Maintain a consistent brand voice and visual identity across all platforms.
  • Community Building: Foster a sense of community by engaging with followers, encouraging user-generated content, and participating in relevant conversations.
  • Strategic Partnerships: Explore collaborations and partnerships with influencers, other brands, or retailers to extend reach.
  • Content Mix: Develop a diverse content strategy, including product showcases, behind-the-scenes looks, contests, fan re-shares, and engaging visuals.
  • Regular Posting Schedule: Establish a consistent posting schedule to maintain audience engagement.
  • Interactive Content: Create polls, quizzes, and interactive content to boost engagement.
  • Influencer Takeovers: Collaborate with influencers for periodic takeovers to promote existing products or introduce new products.
  • Fan Features: Regularly feature fan-generated content and stories to strengthen the community connection.

Key Deliverables:

  • Monthly Analytics Reports: Regular reports detailing key performance metrics, including audience growth, engagement rates, and the impact on sales.
  • Content Calendar: A detailed content calendar outlining planned posts, campaigns, and events.
  • Influencer Collaboration Plan: A strategy for identifying and collaborating with influencers or brand ambassadors.
  • Sales Conversion Tracking: Implement mechanisms to track the impact of social media efforts on sales, both online and in-store.

Paid Social Strategy

Ran paid social campaigns to reach a wider audience as well as drive traffic to retail to purchase or learn more about products. The aim is to leverage a combination of Boosted Post and Click-to-Web campaigns to increase engagement, awareness and sales.

  • Click-to-Website: Ran click-to-website promotions at least once a month, linking directly to the preferred retailer site where the promoted product is available and the audience can easily purchase it. These types of campaigns are executed to drive additional traffic to retail websites to encourage purchasing. The Key Performance Indicators (KPI) for this campaign were Link Clicks (Cost Per Click – CPC) with an industry-standard cost per result of $0.72 and a business benchmark of $0.45.
  • Boosted Posts: Prepared boosted post campaigns at least twice per month for the content to reach a wider audience and therefore help increase the awareness and engagement levels of the brand. The industry standard for these types of ads is $0.15 cost per result with engagements (likes, comments and shares) as the measurable KPI. The business benchmark is $0.10 per engagement.

Influencers

Outreach to a variety of influencers delivers reach, authenticity and great content! Demonstrating how influencers enjoy the products drove awareness and engagement amongst TLS fanbases.

Influencer outreach included:

  • Toy photographers
  • Passionate Gamers/Collectors
  • Toy/Collectible bloggers
  • Action Figure/Toy influencers