BUHI

Social Media Strategy

Analysis and Recommendations

BLANK & KISER MARKETING CREATIVE OCTOBER 18, 2020

Goals &
Objectives
Currently, Buhi Supply Co. estimates its
market share to be about 0.25% of all
retail bag sales. The company’s gross
revenue last year was $15 million. It’s
year end goal this year is $17 million
with 0.3% market share.

Overall our social media objective was to increase conversions to

Our role as the social media managers
was to help Buhi reach this goal by
increasing the number of visitors on
their website.
boost sales. To accomplish this we first set out to improve reach as
well as engagements. The platforms that Buhi is already established
on include LinkedIn and YouTube, but we have determined that
focusing on Instagram, Facebook, Twitter, and Pinterest will
allow us to reach our target audiences more effectively.
 Daypacker Tom
29% of market
backpacking daypack hiking travel day trip

camping tourism exploring outings

City-Hopper Sue Hipter Mommy Kami

12% of market 5% of market
backpack vacation adventure children backpack school

ubran best bags fashion parenting

For our highest priority audience, Daypacker Tom, we believe that a well developed tone of voice will lead to more conversions. We set out to test this
in the first week--sharing follower stories, travel tips, and travel information and straying away from anything directly promoting Buhi’s products.

For Pinterest we believe that the opposite approach would be successful. Pinterest users are using the platform to look for new trendes and to shop for
products. Two of the smaller market segments are comparitevly easier to reach through this platform. We set out to test if posting simple and straight-
forward product promotions would be effective in increasing reach and eventually converisons.
Social Media
Listening

Very Bradley & Jansport are both direct competitors because they target
audiences that are similar to Buhi’s.

Both competitors use language and content that is youthful, lively,

and fun. The overall sentitment for both brands is trustworhty and
positive.

Some of the competitor’s best

performing posts include
language that is relevant to
current events. Common Hashtags

#shop #sale #school

#bag #fall #summer

 Top Posts - Facebook

Wednesday, 10 / 18 5:30 pm
“Early mornings lead to longer day trips
Photo: @JasonTrench”
cost - $198
Revenue - $5,377
Impressions - 58,096
Engagements - 650
Sunday, 10 / 22 5:00 pm
“We may not be able to travel now, but that doesn’t
mean we can’t plan ahead! Down in the comments
tell us about a trip you plan to rebook or an ad-
venture you were able to take just in time -- we’re
going to be selecting three random storytellers on
10/29 to win a Buhi Bag of their choice!
www.buhi.com #TravelStories”
cost - $194 Revenue - $3,412

Impressions - 39,336 Engagements - 258

Key Findings
& Recommendations
These two posts performed the best
across Facebook in revenue, impres-
sions, and engagements. These posts
helped prove that for our Backpacker
Tom audience, keeping the consumer in
a consistent brand journey is effective.
Our suggested content strategy for this platform caters explicitly to the
Backpacker Tom audience, and is consistent across Twitter and Insta-
gram. This audience responds positvely to content featuring follower
experiences, inspirational quotes, direct requests for story submissions,
and posts related to (relevant) current events.
This positive reaction can be seen in the number of engagements and
impresssions on posts exuding these themes the best.
 Top Posts - Twitter

Wednesday, 10 / 18 5:30 pm
Wednesday, 10 / 25 2:00 pm
“Early mornings lead to longer day trips “‘Do it badly; do it slowly; do it fearfully; do it any
Photo: @JasonTrench” way you hvae to, but do it’ - Steven Chandler”

cost - $198 cost - $198

Revenue - $5,377 Revenue - $5,377

Impressions - 58,096 Impressions - 58,096

Engagements - 650 Engagements - 650

 Top Posts - Instagram

Wednesday, 10 / 18 5:30 pm Tuesday, 10 / 31 5:30 pm

“Early mornings lead to longer day trips “Chasing waterfalls in spite of TLC
Photo: @JasonTrench” Photo: @JasonTurner”

cost - $570 cost - $300

Revenue - $10,342 Revenue - $9,339

Impressions - 467,944 Impressions - 495,351

Engagements - 32,345 Engagements - 25,177

Key Findings
& Recommendations

Again, follower photos showing

consumers using our prouduct
performed well. Instagram overall is our best performer, completely dwarfing Twitter’s
best results. The photo sharing powerhouse does best with photos /
Overall, our Instagram following vidoes showcasing consumers using our products. The other themes in
responds well to this content strategy. our content strategy do well here too. The third best performing post
was the same travel story that performed well on Facebook.
 Top Posts - Pinterest

Wednesday, 11 / 01 9:00 pm Tuesday, 10 / 24 5:00 pm

“The Escape Artist - Buhi Practical Travel Line “The Country - Buhi Practical Travel Line
www.buhi.com #fashion #travel www.buhi.com”

cost - $ 141 cost - N/A

Revenue - $4,217 Revenue - $1,412

Impressions - 40,423 Impressions - 495,351

Engagements - 2,039 Engagements - 25,177

Key Findings
& Recommendations
On Pinterest we targeted two different
audiences altogether; Hipster Mommy
Kami and City-Hopper Sue.
Content tailored to these audiences does
very well on this platform, especially
City-Hopper Sue.
Content tailored to these groups utilize high quality photos of product
with simple copy describing the bag/product line. Flash sales, fashion/
travel related hastags, early reminders of upcoming sales, and website
links are also useful tools for accruing conversions here.
These posts offer great returns as many of them produce conversions
without being promoted, however promoting these posts at prime time
(8:00pm - 11:00pm) does yield better results. However budgets reach-
ing past $200 do not often reach completion, indicating that there may
be an equilibrium point for how much one can spend per post on the
platform below this price.
Total Egagements
by Channel

Buhi performed best in the number of

reactions/comments, clicks, shares, &
likes on Instagram and Pinterest.
 Audience
Growth
Instagram & Pinterest were our best
performing platforms in terms of au-
dience growth. Pinterest outperformed
Facebook, which had 556,766 page
likes previously.

Both platforms had a steady increase

of follwers across three weeks.

Instagram gained 37,298 followers

Pinterst gained 3,129 followers.
 Total Revenue by Channel

Buhi generated a revenue total of $160,623 within three weeks. Most of this revenue came from Instagram. In the third
week Pinterest’s and Instagram’s revenue was nearly equal to the first two weeks combined, respectively.
 Future Recommendations
The strategies employed for the three audiences across four platforms have consistently earned better re-
sults. We recommend that Buhi continue targetting Daypacker Tom primarily on Instagram, Twitter and
Facebook, while targetting City-Hopper Sue / Hipster Mommy Kami on Pinterest.

Pinterest cannot aford to be overlooked. We have found that the platform’s users are going there in search
of new trends and to shop for products. It’s interface is unique in that it allows for content to be circult-
ed between users through pins and boards. Compared to other platforms, frequent posting (5+ posts per
day) on Pinterest is most effective for creating conversions.

We believe that Facebook can do more for Buhi. Buhi’s current performance on Facebook is lacking, but
we think the platform has the potential to bring Buhi success. Moving forward, we recommend that Buhi
target new audiences on Facebook in order to boost conversions and revenue.

We found that Twitter is best for generating brand conversation and awareness, rather than sales. We rec-
ommend that Buhi continue to use Twitter to establish brand voice/personality and boost brand awarenss.
 Continued

We recommend that Buhi spend the majority of the budget on promoted posts on Intstagram and Pinterest
because they generate the most revenue. We believe it is most effective if most the money go towards
advertising costs and content production costs.

Moving forward we recommend Buhi test the use of influencers because they are an effective way to in-
crease awareness.

Our optimal weekly budget is $7000 and our optimal overal budget for a six month campaign is
$168,000