Bobbi Brown

A global, best-selling makeup and skincare brand.

My role included:

• Planning and managing organic social content across the brand's primary channels
• Strategising and keeping on top of the social landscape
• Managing 6 PRO makeup team members
• Coordinating 100 social media ambassadors across the country
• Copywriting for digital channels
• Art directing for 5-star campaign shoots to capture on-brand, dynamic assets

Social Media Channels

• Produced and posted weekly feed and story content for BBUK channels
• Reported across own and PRO channels on a weekly, monthly and yearly basis to collect learnings
• Modified the brand's TOV for the social copy to make it more social-friendly and modern to make the brand fit into the social realm.
• Created a new strategy for Facebook to increase overall engagement rate. From Jan 2020 - Feb 2021, the engagement rate grew 40% which is +60 vs. industry benchmark.
• Built a stronger presence on Facebook to create a strong, brand community

Instagram Stories

Instagram stories were used to tease new launches, promotions and discuss topics suggested by the audience through Q&As. PRO Artists were briefed to produce content for stories such as tips and tricks, tutorials and opinion-focused chats

Instagram story content themes:

• Ratings & Reviews: Posting product reviews from customers, a new product is chosen bi-weekly
• Inside BBHQ: Briefing in HQ members to create product-focused/opinionated content 
• Event coverage: BTS of events e.g. store openings, new launches and charity dinners
• Supporting Influencer content and media coverage 

Content Creation

• Produced local/at-home content to bring the products to life
• Created a mix of static and video content in line with weekly report learning and follower appetite
• Brought additional personality to the brand by showcasing face and personality on social via lives and reels.

Brand Partnerships

• Communicated the Bobbi Brown x Elizabeth Scarlett The Pretty Powerful Collection on all channels and covered the event on socials
• Worked with influencers to spread awareness of the charity and collaboration and created lo-fi content for channels
• The Pretty Powerful campaign to date has raised excess of £350,000, which has enabled Smart Works to open an additional 7 centres across the UK. The campaign has evolved throughout the years into a philanthropic partnership with UK charity Smart Works, aimed at empowering women through career training programs and promoting confidence in women through beauty
• Worked on an International Women's Day campaign to celebrate all women around the world
• Briefed in brand influencers to produce desired content for channels e.g. thisismothership, rosielondoner, melissaswardrobe etc.

Social Media Ambassadors

• Managed 100 social media ambassadors across the country to produce on-brand content to post on their brand channels.
• Regularly communicated brand updates, new social trends, content editing workshops and hosted presentations to elevate content and being the gatekeeper between the SMAs and the brand

PRO Team

• Managed 6 PRO members (professional makeup artists) to act as in-house influencers and create content for social
• Successfully guided the individuals to grow their own channels to attract more opportunities
• Conducted weekly, monthly and yearly channel reviews to ensure each member of the team were hitting their channel targets
• Organised and coordinated shoots to capture content for brand and PRO team channels e.g. skincare routine, GRWM and how-to sessions