House of strut:
Social media MANAGEMENt, Brand strategy, and Content Creation.
don’t sell, relate.
In order to create a unified brand image on multiple social media platforms that would increase in-store and online traffic, we would need to create unique, inclusive, and powerful content with a strategy.
When I started at House of Strut we determined three goals:
Create a cohesive brand online including story, imagery, and voice.
Determine exactly what House of Strut stands for, and push that agenda online and in-store (House of Strut prides itself on being a women-owned, sustainable business).
Establish marketing tactics such as collaboration, in-house marketing tactics that could translate to social experiences, and reach out to influencers to further widen our reach and audience.
INSTAGRAM— today
@houseofstrut/ 17K followers/ 23.1K Accounts reached (last 60 days)
tiktok— today
@houseofstrut/ 2286 followers/ 57K likes/
Viral video: 261.7K views/ 48.2K likes/ 253 comments
skate break—
Roles: Art Direction, styling, photography, and social strategy.
Skate Break was the first campaign I ran for House of Strut. We aimed to highlight skaters in Savannah while educating the community on why they should choose sustainable fashion as their way to shop for their back-to-school statement pieces.
collaborations
The strut squad x savoy
To Execution
Collabs were a big part of our strategy! Savoy was one of the many collabs we did.
Building house of struts social media presence.
September 2020
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In order to make House of Struts Instagram concise to their brand, we need to determine our Instagram aesthetic. This way (along with our overall branding), we could become noticeable as brand. We aimed to follow trends, but also wanted to break away from the status-quo. The owner, Erica, wanted to be known as trend-setters not trend followers. Thus, loud branding, the Strut Squad and collaborations became the backbone to House of Struts brand.
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These days, algorithm seems to be everyone’s least favorite word. However, having the ability to understand it, I soon learned, was where the real power came from.
We set up a point system that ranked our engagement points and focused on engaging with other accounts for at least 30 minutes a day (ideally, the more engagement time, the better).
Of course, we wanted people to like and comment on our posts and stories, but the Instagram algorithm puts higher priority on posts with more shares and saves. So that quickly became the goal— let’s focus on share-worthy content, which means making relevant purposeful posts, instead of just posting a pretty picture.
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Defining House of Struts audience consisted of two factors:
Vintage, thrifting, and sustainable fashion was trending with younger audiences, however,
Younger audiences are less likely to spend a high dollar amount on vintage clothing
We decided that we would:
Post and appeal to a younger demographic (especially because a surplus of university students live in Savannah) to generate shares, saves, likes, and comments.
Keep an older demographic by representing all ages on our Instagram and appealing to the nostalgia that comes with vintage clothing. This included making every aspect of our brand feel like it was coming from the past (music, lingo, etc.)
EDUCATE. Vintage is the most sustainable form of buying clothing, yet, many people think it’s the same as thrifting.
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Associate House of Strut with other businesses in Savannah. In other words, Collaborate with as many other small businesses as possible in order to further widen our reach. We thought of companies that could bring unique visitors to House of Struts. This included restaurants, bars, hotels, etc. Our collaborations usually included content creation, incentive, and dual posting and boosting on both Instagram accounts.