Introduction

When reviewing companies, I would like to propose a social media campaign for, I could not
help but think of my friend and Professional Fraternity Brother, Jake Knapke, founder of
Everybody Headwear. Everybody Headwear is a hat company aiming to supply beanies, baseball
caps and all types of headwear to all walks of life while supporting local charities. I was unable
to perform an audit on his company however because it is so new, but I could not think of a more
perfect partnership where I can positively impact his company while satisfying my own
schoolwork. I have created a campaign which will increase his following and introduce him to a
new platform, Twitter.

The Goal
Since the company was only created in the past year, my goal for the campaign is to primarily
reach a broader audience. As of now the support for Everybody Headwear is mostly from the
Clifton area, but through this campaign I wish to gather up to 1000 Instagram followers by
establishing the company’s values and persistent posting throughout the month of June. This
campaign’s main mission is to supply Mr. Knapke with a better understanding of how to use
social media so he can continue to post regularly in a professional and thematic way. As well,
leading up to the campaign he will be introducing Twitter as a platform for his company and this
#Hats4Who will help kickoff the platforms introduction through its exposure. The #Hats4Food
campaign is a supplemental campaign for which the owner is very passionate about. Mr.
Knapke’s goal with Everybody Headwear is to not only spread love through apparel but also
improve the community around him. He does not enjoy using charity to gain exposure so I have
tried my best to work in a philanthropical aspect to the campaign which would not focus on
charity but instead spread the awareness of the food pantry partner and increase their exposure as
well.

The Campaign 6/2/2021-7/4/2021

After contacting Mr. Knapke, we discussed setting up a social media campaign leading up to
Independence Day. The campaign includes two new hats which accompany its two hashtags
#Hats4Who and #Hats4Food. The #Hats4Who is the main part of the campaign and is meant to
express Everybody Headwear’s mission to create products helping others express themselves
while unifying our nation under its brim. I have made the campaign to utilize Facebook,
Instagram and Twitter with major emphasis on Twitter and Instagram. Facebook will be a
platform for reposting content from both other outlets and remain more supplementary than
anything. The #Hats4Who posting schedule includes customer spotlights each Wednesday, a hat
giveaway of the new Fourth of July edition ball cap on Instagram, Twitter polls asking how
everyone wears their hats, Instagram Stories asking which founding father pulls off Everybody
Headwear’s products best, and articles outlining the ball cap’s history and birth. Customer
spotlights will not specifically mention customers but rather perpetuate the “Everybody” aspect
of the company through representing different types of customers. #Hats4Food is Everybody
Headwear’s philanthropy initiative to create a hat in partnership with a local food pantry. The hat
will display the pantry logo and the proceeds will all go to said pantry. There will be a giveaway
on Instagram for this hat as well to gain exposure and increase sales. The campaign calendar
outlines exactly what time posts should be made, how long the giveaways will last and have
mapped out the appropriate dates so giveaway hats can be delivered before the campaign is
finished. The kickoff for the campaign will be a video advertisement which will be published to
all three platforms. It will be a voice over of the campaign’s outline, which I will be writing,
overlaying a video of people living in Everybody Headwear’s hats. The video is going to
establish Mr. Knapke’s hats are truly made for everyone, skaters, bikers, beach bums, stay-at-
homers, adventurers and even the whole family. Everybody Headwear wants to convey love for
all people as its mission, and by everyone celebrating their lifestyles in its product, people will be
able to see the company’s dream while aligning it with the core values which accompany the
Fourth of July.

Research1
In order to appropriately plan out the campaign’s calendar I looked into the prime post times for
each platform to hit the periods in time where engagement and views are the highest. As a result,
I found Wednesday are the best days to post for both Twitter and Instagram and scheduled the
main part of the campaign’s posts to be submitted then. These posts being the whole point of the
campaign which is to establish who Everybody Headwear’s customers are. These posts get
repeated across the platforms at 10:00 A.M. so that people will see during their lunches and gain
the most attention. For posts requiring engagement across several days such as giveaways, I
chose Monday because Monday through Friday, social media sees the most engagement. Lastly,
for day long posts, like polls or Twitter questions, the most active hours for both Twitter and
Instagram are 9:00 A.M. to 5:00 P.M. So Tuesday’s will be when to post Twitter polls and
Thursday’s are reserved for the founding father “Who Wore It Better” tournament. Posting at
these specific times enlarges the opportunity for people to see Everybody Headwear’s posts and
encourage engagement through fun contests and easy to answer questions stimulating discussion
on the company’s social media pages.

Founding Father Tournament2 3

This tournament will be a month-long weekly post which will pit the founding
fathers against one another with Everybody Headwear’s hats cropped on top of
their heads. The winner of the first week will be recycled into the next against
a new opponent and so on and so forth.

Campaign Launch Script

“Hats4Who is a month-long celebration where Everybody Headwear wishes to
showcase who our hats are made for and how we strive to help our customers
express themselves. As our nation prepares for the Fourth of July, we wish to
help unite everyone under one brim through celebrating every individual’s
uniqueness. Our hats, like freedom, are for everyone and understanding this
will help our nation learn to love our neighbors and spread kindness”
Calendar & Mock Posts
Below is the calendar which shows exactly what to post and when to post it on each platform.

This is an example of the Twitter polls which will be asked every Tuesday
to stir debate and interaction with Everybody Headwear’s introduction to
the new platform. To add polls click on the circled icon when beginning to
Tweet and it will give you the format shown here (was unable to find a
generator which allowed polls to be implemented).4

Teaser Post for June 1, 20205

 Launch post with Script5
June 2, 2020

Giveaway Post5
June 14, 2020

Twitter Post
with link to Vogue magazine article “Everything to Know
About the History of the Baseball Cap”5 6
June 15, 2020

Twitter giveaway winner example5

June 18, 2020
Customer Spotlight and Pride Month post example5
June 9, 2020

Fourth of July post and Campaign Wrap up5

July 4, 2020
Conclusion
This campaign works if Everybody Headwear follows the calendar I provided. Using the basic
analytics which Mr. Knapke is familiar with, he can measure the responses to the posts within
the calendar. Since I aimed for a month-long campaign, I created a formula to follow so that
when the time comes Mr. Knapke or myself, can continue to follow the schedule and create
content quickly and easily. Through exploring the different user engagement capabilities of each
platform, I believe this campaign will increase Everybody Headwear’s exposure across the three
social media platforms. As well, by making the posts versatile, they can be posted to the platform
yielding the most user engagement so the company can focus social media advertising to their
identified audience.

References
1. Elizabeth Arens, “The Best Times to Post on Social Media in 2020,” Sprout
Social, Last modified August 3, 2020
2. “George Washington,” Wikipedia, accessed November 25, 2020,
https://en.wikipedia.org/wiki/George_Washington
3. “Alexander Hamilton,” Wikipedia, accessed November 25, 2020,
https://en.wikipedia.org/wiki/Alexander_Hamilton
4. Samuel Fischer, “Twitter Poll,” Twitter, December 7, 2020,
https://twitter.com/home?lang=en
5. “Social Media Generator,” Zeoob, accessed December 1, 2020, https://zeoob.com/
6. 6. Maude Bass-Krueger, “Everything to Know About the History of the
Baseball Cap,” Vogue, May 27, 2019,
7. https://www.vogue.com.au/fashion/accessories/everything-to-know-about-the-history-of-
the-baseball-cap/image-gallery/879d3161b0faa82c8e453fa7eb410b29
8. Jake Knapke, Imessage, November 2020- all pictures depicting the Everybody
Headwear provided by Jake Knapke