Le Vieux Pin: Social Media Management
[Social media marketing, copywriting and content strategy]
Le Vieux Pin has struggled to build a social media brand that is distinct from its sister winery, LaStella, and not only helps to sell wine but also to connect to its audience. Through social media, Le Vieux Pin wants to sell more than wine. They want to sell a lifestyle and values that connect to their audience whilst capturing the essence of French winemaking with fruit and a touch of the New World through powerful photography.
Problem & Solution 🤝
At the highest level, to improve Le Vieux Pin's social media branding, there were 3 main problems:
• Incohesive feed
• Lack of variety in social media posts and engagement
• Social media captions were too long, lacked focus & format, and did not have appropriate hashtags
To get this project to the finish line, I:
• Created a brand guideline and 360 content calendar for social media. This ensured that our feed was cohesive and included a variety of social media posts that entertained our audience and drove engagement.
• Established an engagement strategy to share user-generated content, and reply to comments and messages as promptly as possible to drive engagement and build a community. Le Vieux Pin's goal was to stand out on Instagram, Facebook, and Twitter. • Planned and discussed goals of the month with different stakeholders to come up with effective and concise copy that varied. Some posts were more sales-centric and others were more lifestyle-centric. We kept track of this in the content calendar too.
.
Process 🛣
I worked on template designs for social media posts, collaborated and edited with freelance photographers to make sure the photography was excellent and abided by brand guidelines, and ensured to stay on top of Instagram trends like reels to achieve a cohesive feed as shown below