Social Media Strategy

The Challenge

Imagine Crafts offers a wide array of ink pads and liquid inks, with each ink brand boasting an impressive spectrum of 24 vibrant colors. However, within this extensive catalog, customer preferences tend to gravitate towards their tried-and-true inks. This trend has led to an inventory backlog, making it increasingly challenging to showcase less frequently chosen colors.

Commonly favored shades like black, brown, red, turquoise, pink, and blue consistently steal the spotlight, while colors such as orange, yellow, and purple often take a back seat, missing out on the same level of attention from customers.

Black ink is a best seller

Method

The marketing manager and I set out with a strategic goal: to shine a spotlight on the less frequently favored colors by introducing a captivating "Color of the Month" campaign. This initiative involved showcasing a distinct color every month, aligning with current trends in fashion, interior design, and other color trend projections.

Our team drew inspiration from the dynamic world of fashion, with a particular focus on Pantone's fashion trends on Pinterest. This invaluable source provided a rich tapestry of ideas and concepts that guided our creative journey throughout the campaign.

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Pinterest stands out as an invaluable resource for marketing professionals aiming to connect with customers possessing a distinct artistic inclination. Notably, it serves as a prime platform for tracking shopping trends due to its unique audience characteristics. Pinterest users are often in a "ready-to-buy" mode, surpassing the readiness of any other social platform. This makes it an ideal avenue for businesses looking to engage with consumers at the point of purchase intent.

Color of the Month Campaign

Here are a selection of images meticulously crafted for Facebook, Instagram, and Twitter. The manager and I faced the exciting challenge of harnessing the creative potential of these specific colors to produce captivating visual content.

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Results

The Color of the Month campaign yielded impressive results, significantly boosting awareness and fostering organic engagement. Notably, it sparked vibrant discussions and comments on the featured colors, while also attracting heightened customer interaction.

One of the noteworthy outcomes was the substantial surge in blog views and Instagram views, particularly on the Color of the Month announcement day—the first day of each month, underscoring the eager anticipation from our audience.

Over the span of multiple years, this ongoing campaign produced remarkable growth, with a cumulative 60% increase in blog views, showcasing a consistent 20% yearly improvement. This not only validated the campaign's success but also underscored its enduring impact on audience engagement and brand visibility.