The Projects

  • Piloting and executing Sephora’s content strategy on Threads

  • Piloting and overseeing Sephora’s Social Listening and Community Management program, including Threads content for community engagement

  • Social media content strategy for Strategic Initiatives: including loyalty moments, promos, DEI initiatives, and cultural moments

The Solution

Identified tools to automate social listening, sentiment reporting, and community management to improve the reporting workflow on brand health and engage with customers across social media. For the content strategy piece, I referred to performance reporting data as a reference and combined this with my own industry knowledge to develop strategies for key campaigns; and also launched tweets with a funnier, cheeky tone as an engagement experiment on Twitter.

The Results

Community engagement rose 300%, and positive sentiment towards the brand increased by 10%

The fun tweets campaign drove Twitter engagement up 200%, increasing brand affinity

Over 25+ strategic campaigns were successfully launched in 2022

Pinterest Idea Pins Content Strategy

Launched, developed strategy for and created Idea Pins for Sephora’s Pinterest channel, with Idea Pins earning a total of over 42+ million Impressions and an audience of 10+ million users.

Twitter “Fun” Copy Refresh

Created an updated copy style for Sephora’s Twitter to infuse a more fun, cheeky tone that is focuses more on audience engagement than specific products.

 
 
 

Holidays/Strategic Initiatives Content Strategy

Developed the social content strategy for holidays and other strategic initiatives, such as Black History Month, International Women’s Day, AAPI Month, Pride Month, etc. on Facebook, Twitter, Instagram, Pinterest, Snapchat, Tiktok, and Youtube.

 
 

Threads app launch

Launched Sephora on Threads, immediately engaging with audiences through relatable, fun content that speaks to beauty lovers and massing near 1 million followers after 30 days

Stories of Belonging

Managed video content uploads, talent reputation vetting, and scheduling for Sephora’s “Stories of Belonging” campaign on Youtube and Instagram.