After conducting numerous tests on the platforms, there was a realization that these tools could enable them to interact and connect with audiences on a deeper level. There was
a decision to share photographs from their collections on Instagram, along with the stories
behind them.
Context for each photo was provided, explaining when and where it was taken and who
the people in the photograph were. In the first three months, the number of followers jumped from 500 to 11,000. It appeared that Alison's team was doing something right
by garnering interest. After analyzing their social media accounts, the successful model that was used on Instagram was applied to all of the other platforms. They began creating content that suited each platform and catered to their respective audiences while also aligning with the goals of both departments. This approach led to a significant increase
in followers on all these platforms, and it felt like a step forward in their efforts to educate and connect with people. Also implemented were new tools like Sprout Social to assist with scheduling and employ better tracking through UTM codes on all the links they shared to gather more data. This laid a solid foundation for the coming years.
But once again, the way people were using these platforms was noticeably changing. It was a turning point for the team, and there was a question about whether these platforms could still be used to reach and interact with a young adult audience, as they had initially hoped.
Conference participants, photo: Press Office