Cashel Fly Season Campaign
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