Objective:
Support Cashel’s 2024 fly season campaign (July – September) by increasing brand awareness, engagement, and customer trust through organic social media. The goal was to establish Cashel as a go-to brand for equine fly masks while combating duplicate competitors in the market.

My Role:
I led the organic social media strategy during the three-month fly season, focusing on content creation, influencer partnerships, and audience engagement. My approach ensured that all social media activity worked cohesively to drive discovery and build customer trust.

Strategy & Execution:

• Content Strategy: Maintained a consistent posting schedule (2-3 posts per week), balancing three key content pillars:

  • Information & Education: Highlighted the unique benefits of Cashel Fly Masks, including UV protection and comfort.

  • Inspiration & Lifestyle: Showcased real-world use through high-quality visuals and user-generated content (UGC).

  • Care & Bonding: Created engaging content that resonated with equestrians’ love for their horses.

• Influencer Partnerships & Giveaways:

  • Executed two co-promoted giveaways with equine influencers to drive engagement and follower growth.

  • Designed contests to encourage participation and brand discovery, incentivizing audiences to follow Cashel’s social media accounts.

• Community Engagement & UGC:

  • Reposted user-generated content to enhance brand credibility.

  • Actively engaged with comments, shares, and direct interactions to build a loyal community.

Results (July – September 2024):

• +7.6K Facebook followers gained, reaching a total of 12,624.

• +130 Instagram followers, bringing the total to 3,741.

• 24.8% Instagram engagement rate.

• 15% Facebook engagement rate.

• 2.2M total reach across Facebook