—————————————————————————————————————————————————————————————————————————————————

Package: Social Media Management

The Ask:

The Queen of Metal was a project for a client who is a metal worker, welder, and patina specialist. It began with the story the client wanted to tell, who she wanted to connect to and what her values were. It ended with a clear picture of who she serves.

She wanted to grow her social media following and have a unique point of view as a feminine woman who also enjoys this more dominated space in welding. 

The Strategy:

Working around the concept of femininity and working as a welder in a “man’s world”, we decided on branding her as “The Queen of Metal”.

We started with the story that she wanted to tell, and gathered inspiration around that concept, which was as an immigrant coming from Venezuela - she started from scratch and built herself up to who she is today: The Queen of Metal.

The concept that anybody can make their dreams come true if they’re willing to put in the grind it takes to get there, even with minimal resources. We took this personal story and spoke directly to her future clients after in-depth market research and began creating content tailored to this audience, focusing heavily on who she serves best.

The Execution:

We shot a series of photo’s and a custom video campaign designed to appeal to her TM and drive intrigue through female empowerment.

We implemented a social media marketing campaign with specific hashtags to reach a wider audience, especially on the local level. Ultimately, the goal was to get my client more customers by connecting with them on a more personal level and showcasing reachability.

When we began, her following of only a couple hundred grew to well over 1600 (an 800% increase) within the first two weeks as we strategically planned and posted content that would relate to the community she wanted to foster.

The Growth:

We left our client with a growth strategy that is in alignment with the times.

• Instagram Strategy: Posting 5 x a week, always beginning with a quick question or interesting hook, introduction of herself again, and then the content, finishing with a call to action that sells her services. We decided on content pillars that would allow her to engage with her audience on a more personal level while providing a ton of value through her videos for potential clients.

• We set up a Google Business Profile that will allow automated responses to inquiring customers, reaching out to them if she misses a call and even going so far as to book an appointment with her.