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Client:
Black Girls Guide to National Parks
Credits:
Studio: $NP Designs
Social Strategy: Sade Bowen
My Approach:
The approach involved conducting interviews with the client, in collaboration with our social media manager, to capture her travel stories and extensive background as a backpacking hiker and successful business owner. This information was compiled into a Tone of Voice document, presenting the proposed tone for her social media presence and overall strategy. Connections were established with like-minded influencers and community-based groups to build her community and increase engagement.
Taking charge of creative direction for video and photoshoots at Shenandoah National Park, a cohesive and captivating visual narrative was ensured for her brand. Templates were created for the client to announce newly hiked national parks, program updates, and hiking tips, resulting in a cohesive and professional look for her social media posts while saving time and effort in content creation. These efforts contributed to the success of the short-form storytelling approach, effectively resonating on platforms such as TikTok and YouTube.
Background:
Black Girls Guide to National Parks (BGGTNP) is a collective of Black women over 40 seeking inner solitude through slow and careful walks, encouraging raw experiences without excessive filtering. The group prioritizes self-reflection over high-energy interactions, aiming to educate Black women about culturally significant spaces within the United States and beyond, as owner Aisha explores new heights in South Africa.
Results:
The implemented strategies yielded remarkable results within a three-month period, including reaching 8.1K accounts, achieving an extraordinary 9,966% follower engagement per post, and witnessing a staggering 1,285% increase in overall following. The top-performing Instagram post garnered an impressive 22.34K non-follower engagements, 13.4K overall impressions, and an average of 984 profile visits. On Facebook, the campaign reached 481 new accounts. Meanwhile, on Pinterest, the content achieved 229 overall impressions, 142 audience engagements, and 93 organic engagements on the top pin, showcasing the campaign’s significant impact across various social
media platforms.
