The result
Social performance. 17% above usual social benchmarks within one month.
Video. The #1, #3, and #4 most-viewed videos of 2020, each with over 1.5 million views.
Instagram Stories. The top-performing Story of 2020 reached more than 1 million people through an interactive Q&A.
The brief
Make organic social a primary point of contact while stores were closed. Content needed to reflect life at home, introduce relevant products, and keep services such as bra-fit advice accessible.
What we did
Strategy. Established the social point of view, priorities, and posting cadence with leadership.
Content production. Briefed teams on short videos, text graphics, tips, and content from models and associates. Created the Current Mood series around their everyday experiences.
Community. Worked with customer care on response guidance and tone.
Optimization. Used audience feedback and performance reporting to shape subsequent content.
Project details
Timeline: 2020
Scope: Social strategy, creative briefs, content production, community guidance, and reporting.
