Summary
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[Purpose]:
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Escalate local awareness and loyalty
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[Result]:
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Generated contents resulted were 52% for feed and 47% for reels, surpassing initial targets and generating sales nine times the invested budget
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[Contribtion & Role]:
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Project Manager
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Communicate with stakeholders including c-levels
Situation
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The company lacked local awareness and loyalty
Objectives
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Planning and executing ambassador program
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Observing other brands, it was noted that ambassador programs often elevate brand value and enhance consumer loyalty through direct communication.
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The ambassador program was devised with three goals:
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fostering user engagement,
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launching exclusive collections within the app to draw domestic consumer interest,
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generating advertising content.
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The execution required extensive collaboration with various departments, demanding significant multitasking and coordination
Action
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Immediate feedback was sought from the management, and collaboration with the influencer team was emphasized.
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The program's intent was to offer a head-to-toe styling guide within the app, necessitating the preparation of at least 20 outfits, finalized through feedback from managers and teams.
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Coordination with the logistics team ensured a final check two weeks before the scheduled photo shoot in regards to shipping the items
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Ambassador content was systematically collected, organized, and promptly shared with the advertising and design teams for optimal use. A simplified design brief was provided to the design team to ensure the ambassador collection page was crafted according to the program's intent.
Result
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Generated contents resulted were 52% for feed and 47% for reels, surpassing initial targets and generating sales nine times the invested budget.
Feedback
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The strategy of offering rewards not just for top performers but across various categories (e.g., most reviews written, most content uploaded, highest quality reels produced) provided participants with clear objectives and diverse achievement opportunities.
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The importance of a detailed plan and timeline for such programs was a key takeaway.
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Lastly, a precise definition of the photo lookbook's angles and themes in advance was crucial for the program's success.
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To boost content creation rates, limited studio photo shoots were offered, creating a competitive environment among participants.