ABOUT THE PROJECT
Briogeo is a clean haircare brand based in New York. Throughout my time at Briogeo, I conducted market research on brand presence, consumer insights, competitive activity and current trends to analyze and create new social media content strategies.
POSITION
Social Media Marketing Intern
DURATION
June - August 2019
THE RESEARCH
Customers are more educated and selective with the products they use, and like to see natural ingredients in their beauty products.
BRAND GOALS
Transparency, Clean Ingredients, Consumer Education
THE PRODUCT
An interactive (tap through to reveal) Instagram Stories post featuring the main ingredients in their July collection highlight
THE RESEARCH
Customers prefer a more approachable and relatable brand identity on social media. Based on competitor activity, memes/funny content can help gain better engagement. Analysis of past brand engagement also showed higher engagement for 'before & after' images.
THE PRODUCT
An Instagram Stories post with 'before and after' images of famous characters using a product from their August collection highlight. This content became one of the highest performing Stories posts of the month.
As research suggested, posting memes resulted in a much higher follower engagement as opposed to posts with less personality and relatability.
