Here my Social Media Strategy for Geomar.

•Strategy: Elisa Malizia •Copywriting: Elisa Malizia •Concept: Elisa Malizia •Visual: courtesy of the respective agency •ADV: Elisa Malizia 

  • Brief: a comprehensive annual strategy for all social channels.

  • Purpose: lowering the target age, making the products more enticing, and showing a less inexpensive mood.

  • Target: Gen Z and Millennials.

  • ADV: there was a monthly ads strategy.

  • Budget: around €10k per month.

Geomar, Mirato S.P.A. group brand, needed a new, fresh, and more engaging omnichannel strategy for 90s Millennials and Gen Z. Additionally, aware that the beauty world is no longer exclusive to the female audience, they wanted to bring inclusivity to their language, including men and non-binary individuals. It was a real challenge: their internal team feared losing the old customers while, at the same time, not being able to attract a new one. I embarked on a thorough analysis of their social media, which at that time included Facebook and Instagram with mirrored content. After scrutinizing competitors, the post-pandemic beauty market, and crafting some key buyer personas, I formulated a diversified strategy for the two social channels. It was crucial to establish a strategy right from the start that allowed the brand to maintain its identity but offered a fresh perspective on products and the ever-evolving beauty industry.

I proceeded with the following steps:

  • a funnel that encompasses four stages: awareness - consideration - conversion - retention;

  • a clear definition of the target audience and the tone of voice;

  • a visual content strategy with a color palette choice aligned with the brand;

  • a selection of topics for the content plan that, each time, includes specific objectives and clear KPIs (awareness, engagement, website traffic, purchase, etc.);

  • 13 different macro topics that, in rotation, enabled the brand to achieve the KPIs;

We achieved excellent results in terms of awareness right from the start. The community began to actively participate, even through direct messages, inquiring about product details and where to purchase them. We also activated a complaints section where issues encountered with product usage could be addressed. This additional service was highly appreciated by users, who did not feel neglected by the brand. The ecommerce was launched at a later stage, not created by us. Based on pixel data, we actively provided support to address some user experience issues and ensure the shop performed effectively. We achieved excellent sales results, particularly on two occasions, with two distinct integrated campaigns in the content plan that also featured dedicated content: gift sets for Christmas and the launch of new sun care products. The launch of other new products, considered less central to the annual business by the brand, was still executed with extreme care through hype videos that built anticipation before the actual product presentation.

  • a social advertising strategy with objectives focused on awareness, engagement, traffic, and conversion; the daily budget wasn't high, so the advertising strategy was meticulously planned in detail;

  • an omnichannel strategy that also included advertising banners on websites aligned with the target audience and advertising spaces in fashion and beauty magazines;

  • the decision to diversify visuals based on the topic discussed while maintaining common characteristics that consistently aided brand memorability;

  • the decision to opt for a different monthly color that allowed us to maintain a curated and cohesive aesthetic feed;

  • the community management aimed to be proactive, enabling users to interact and ask questions about the products.