The Client: Houston White
The Challenge: Houston White aimed to take his approach to the next level on Instagram -- starting with turning up his game organically on social media in the ways we’ve seen done by other Creator Brands like Fenty Corp and Tabitha Brown.
The Approach: I identified an opportunity to optimize social efforts in order to build brand preference and reposition online. My strategy focused on repositioning HW online from sharing the HW community with followers to inviting followers to join the HW culture.
After associating HW with the Creator Brand Archetype, I performed a competitive analysis with similar brands within the industry as well as out of category brands with the same target audience to inspire ways to create a strategy that stands out amongst in-category competitors.
From there, my strategic approach was to tap into key features and adjust how Houston showed up and actively engagement with the community through cross-promotional content, optimizing stories, engaging and collaborating with creators for UGC content and taking those moments inside Houston's life to a less curated level. Check out my strategy at play.