Client: PinkFudge Designs
Getting to know PinkFudge
PinkFudge is a leading UK designer, manufacturer and specialist in 4-way stretch cheerleading garments. Supporters of the Made In Britain badge, PinkFudge work with a team of talented designers and machinists to perform their services in-house for universities, schools and community Cheerleading and Dance squads across the UK.
PinkFudge’s Vision
PinkFudge wanted to position their brand as the UK market leader in cheerleading uniforms and dance garments. To do so, they needed to increase awareness within the cheerleading and dance community and showcase their existing products and design capabilities.
At LS Media and Marketing, we felt that the best way to achieve this and to tap into PinkFudge’s target audience, was through an organic social media strategy, supported by in-house content creation.
As PinkFudge’s target audience were most active on Instagram and Facebook, we pitched a focus on these two platforms specifically. Moreover, through Instagram, we proposed that community engagement be prioritised to increase brand awareness and achieve PinkFudge’s goals.
Phase 1; Competitor Research & Platform Admin
The initial phase of PinkFudge’s project focused on competitor research. Here, our social growth specialist prioritised platform admin too.
Initial Phase 1 Activities Included;
A thorough social media competitor analysis of PinkFudge’s most prominent competitors. Here we identified a number of campaigns that performed well – such as ‘behind the scenes’ content into the making of cheer kits – and gaps in PinkFudge’s existing strategy.
Platform admin to ‘tidy up’ PinkFudge’s existing accounts. This included the creation of a LinkTree account, rewriting the Instagram bio and Facebook ‘about’, and switching PinkFudge’s channels into business accounts.
Phase 1 activities began in August 2021, and were completed by September 2021.
Phase 2; Content Creation
Using our findings from PinkFudge’s competitor research, we then developed an initial package of content. This included a month’s worth of static images and captions for social media, alongside Instagram story highlights.
Initial Phase 2 Activities Included;
Hashtag research, to identify the words most frequently searched by PinkFudge’s target audience.
The creation of static posts. We used a range of photos supplied by both PinkFudge and their customers to create a set of templates which would showcase their products. Here, we also focused on educational content that would be useful for the target audience.
Content writing for social media captions in the tone of voice used throughout the brand’s website.
The creation of Instagram story templates and highlights for reposting etc.
Phase 1 activities began in September 2021. The content was then posted throughout September 2021 and October 2021.
Phase 3; Ongoing Social Media Calendar
Since October 2021, we have continued to support PinkFudge with the creation of monthly social media calendars. As Instagram shifts its focus, we have incorporated reels and guides into our strategy too.
Initial Phase 3 Activities Include;
The continuous research of PinkFudge’s competitors and the cheerleading industry to ensure that our content reflects topics most popular among the target audience.
The creation of an ongoing Instagram and Facebook calendar. This includes four reels and four static posts for each platform per month.
Engagement with PinkFudge’s target audience, leads and existing customers to increase brand awareness.
PinkFudge’s Results
With our continual focus on social growth, LS Media and Marketing have delivered excellent organic results for PinkFudge.
- Instagram traffic has increased by 63% and PinkFudge’s reels reach an average of 460 accounts. Moreover, PinkFudge’s Facebook traffic has increased by 71%.
- Direct website visits from LinkTree total 270.
- Direct website visits from Instagram stories have increased by 107%.
In the last three months, our efforts on social media have;
- Generated 11 solid leads as a result of targeted content and consistent organic posting, which have come directly from social platforms themselves
- Reached a total of 3,823 accounts on Instagram and Facebook combined.
- Recorded a total of 22,189 impressions on Instagram and Facebook combined.
- Received a total of 932 profile visits on Instagram.
- Generated 54 direct visits to PinkFudge’s website from LinkTree, and 17 direct visits to PinkFudge’s website from Facebook.
“We have found Molly at LS Media and Marketing to be really lovely to work with. She had always helped us with anything we need social media wise and has created some great posts for us to get our designs and garments out there. She always asks us for our thoughts and includes our ideas which is great. We would highly recommend her as a social media manager.”
