The client, EGGER Wood Products, was operating in the B2B space. Knowing that social media in December presents a crowded space with retail-focused content, there was a need for light, inspirational content to keep the social media feed active and engaged, without executing critical campaigns during a highly competitive time period.
Out of this need grew the “12 Decors of Christmas” campaign, providing festive organic content that targeted the client’s highly visual key audience of interior designers. Highlighting 12 of EGGER’s most popular decorative surfaces tied to familiar holiday visuals, this post series was designed to create a beautiful, inspirational and cohesive appearance for the client’s Instagram feed. The campaign assets were then adapted for use on other social channels (Facebook, Pinterest and LinkedIn).
In my role directing social media strategy and execution, I developed the campaign concept, worked with internal stakeholders to determine the best products/decors to highlight, provided creative direction to an external agency, approved post designs, and wrote all post copy.