During the peak of COVID in 2020, Shannen launched Homesick Candle’s Tiktok channel. The goal was to capture the attention of a younger audience and generate growth in a relatively short period while also establishing Homesick Candles as a go-to resource of candle care tips, a niche that hadn’t been explored by other candle brands on the platform.

Shannen conducted extensive research on candle care and identified popular topics and needs within that content umbrella. She also collaborated with the Homesick brand team to understand their products and customer preferences to ensure the content would align with Homesick’s Brand Identity.

When it came time to create the content, Shannen focused on producing short and visually captivating videos that offered valuable candle care tips (i,e, proper wick trimming, safe candle burning practices, and maintaining the candles for longevity). It was also important to use clear and concise instructions to ensure the content was easy to understand and enticed viewers to share it. Shannen also paid close attention to the latest Tiktok trends, integrating them into the content to maximize reach and engagement.

To keep up with the frequency of posts needed to succeed on Titkok, Shannen created a content calendar to maintain consistent posting and keep the audience engaged. We also analyzed Tiktok’s algorithm to identify optimal posting times for maximum visibility.

Shannen’s strategic approach to launching Homesick Candle's TikTok channel focused on candle care paid off with exceptional results within the first 3 months:- Followers: The channel quickly gained a dedicated following of 40,0000 accounts, surpassing the initial target of 10,000 followers, further expanding Homesick Candles' reach on the platform.- Likes: The content resonated with the target audience, generating an impressive one million likes on the videos, highlighting the engagement and positive response to the candle care strategy.- Views: The videos consistently received high view counts, ranging from 300,000 to 1 million views, showcasing the content's virality and broad appeal.

The challenge was to design and execute an impactful Influencer Marketing Campaign for Dormify to attract first-time university students and establish Dormify as the go-to brand for dorm room essentials.

To tackle the challenge, Shannen developed a strategy, focusing on engaging college student influencers and leveraging their reach to create authentic and relatable content that would inspire potential customers.

Shannen leveraged insights and social listening tools to find college students with a significant and engaged following in the Back to School and lifestyle space, prioritizing micro-influencers to maintain authenticity and enhance engagement.

It was important to craft personalized outreach messages to effectively communicate Dormify's mission and to excite potential partners to work with the brand. Once they were on board, Shannen facilitated Dormify's product seeding to the influencers, ensuring they had the correct products from the collection they needed to create the requested content.

Simultaneously, Shannen worked closely with the legal team to develop and negotiate influencer contracts that protected Dormify's brand interests while cultivating a positive relationship with the influencers.

Once contracts were fully executed, creative briefs and guidelines were provided to the influencers, encouraging them to showcase Dormify's products authentically and in ways that would resonate with their followers.

Results:- 65+ Influencers Onboarded: The campaign successfully recruited over 65 college student influencers, ensuring a diverse and wide-reaching audience.- 120 Pieces of Content: The campaign generated a bank of content that featured Dormify's products in creative and engaging ways, giving the brand a plethora of UGC-like content to leverage in marketing channels for the remainder of the Back to School season.- Over 1.35M Impressions: The collective efforts of the influencers resulted in a reach of over 1.35 million impressions, maximizing brand exposure and awareness.- $30,000 in Revenue: The Influencer Marketing Campaign directly contributed to Dormify's success during the Back to School Season, generating $30,000 in revenue.

In 2021, Shannen developed a comprehensive social strategy that included various elements of content creation, community engagement, and data-driven insights to achieve a 20% YOY increase in engagement rate for Love Your Melon's Instagram account.

Shannen started by conducting an in-depth analysis of Love Your Melon's current Instagram content to identify the most engaging posts and content themes. Iterating off top-performers, she collaborated with the in-house creative team to create visually appealing and shareable content that aligned with the brand's mission and values. The new content mix utilized high-quality images, videos, user-generated content (UGC), and behind-the-scenes content to maintain a varied and engaging feed.

In order to reach more potential followers, Shannen also implemented a hashtag strategy. Starting by researching relevant industry-specific and cause-related hashtags, the brand began using specific branded hashtags in their posts, like #LoveYourMelon and #BeaniesForACause and encouraging their followers to do the same. Shannen also monitored trending hashtags and incorporated them into Love Your Melon's posts when appropriate to expand reach.

To keep content consistent, an in depth posting schedule was created that incorporated peak engagement times to put posts live. The calendar also ensured a regular cadence of posts, stories, and reels content to keep the audience engaged and excited about hearing from the brand.

Lastly, with community engagement being a strong focus, Shannen made a point to actively engage with followers through responding to comments, direct messages, and mentions to foster a sense of community and appreciation. The brand also launched several Instagram contests and giveaways with well-aligned brand partners to encourage and generate excitement around the brand.

By implementing the above strategies, the engagement rate for Love Your Melon's Instagram account showed strong growth. The results achieved a 20% increase YOY in the overall engagement rate.