Castle Lite Campaign Social Strategy and Social Media Management
Valentina Granci
The Gap:
Lead agency’s community manager overloaded (Safari, Kilimanjaro, Brutal Fruit influencers).
No replacement after leaving the role in May 2025.
No detailed social media plan in the campaign deck, just a brief mention.
Stepping In:
I offered to take on Castle Lite community management.
Rebalanced your BI workload (let go of Uganda reports, kept TZ ones).
Sat with the creative director to build a skeletal digital plan: key posts + focus topics for 3 campaign months.
This was a section of the Digital plan that the September key messaging
Building the Campaign and Regional Rollout Content Plan
From Always On to Campaign-Led:
Developed the September content plan oriented around the campaign instead of generic content.
Went through multiple calendar versions as the campaign evolved and more moving parts were confirmed.
By mid-September, Version 5 became the agreed structure.
Creator-Focused & DJ Support
Integrated First Activation DJs into the plan to promote UTC and build hype. This was the post that utilised both the DJs.
Added Story-specific content formats to tap into Castle Lite’s active and responsive Story audience.
The Stories helped you identify information gaps around tickets and the venue and respond quickly.
This was a content piece that wasn't executed due to poor planning from brand management but it shows how the calendar was tailored to be more authentic to audiences and also tap into trends.
Copywriting & Engagement Strategy
Caption Writing & Copywriting:
Wrote tailored, interaction-focused captions for key posts.
Collaborated with designers on on-screen text that matched the target audience's language and campaign tone.
Engagement Tactics:
Stories:
Used polls, question stickers, and sliders to drive participation.
Responded personally to participants, building loyalty and keeping the brand human.
Feed:
Included highly targeted CTAs (comment, tag, share experiences).
Example: pre-campaign hype post with 8 reposts, 160 likes, and 20 comments
Shot List & On-Ground Production
Created a structured shot list covering:
What to shoot
When to shoot it
Why each piece matters and how it would be used
This was a big shift from “just capture good content”, the teams were used to.
Execution & Performance:
Shot list executed to ~80%.
Result: content delivered strong organic performance (over 90% success rate vs expectations).
Top management praised the social media output.
Production Leadership:
Led brief meetings with the production team.
Managed issues live (brand team changes, setup interruptions).
Quality-checked content before sending to the brand team for approval.
Note, I worked from 10 am–3 am (the next day) with only a short break, which shows stamina and commitment.
Organic performance of the posts
Part of the Mbeya activation shot list I created to guide the production team on what to capture, when, and why.
Headlining Artist Post Performance, which I coordinated for Shot with the Production Team
Snapshot from the Region Activation Shot list For The Pre Hype Post
Pre-campaign hype post that generated 160 likes with 8 reposts, which helped build excitement for the Region Castle Lite Unlocks.
Outcomes From My Work
From no concrete digital plan to a structured content calendar + shot list.
From generic content to campaign-led, creator- and activation-focused content.
From passive Stories to active Q&A that closed info gaps and reassured the audience.
This resulted in a successful launch of the campaign, generating the necessary buzz (organically).
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Posted Dec 4, 2025
Developed campaign-led social media plans for Castle Lite, enhancing community engagement and content performance.
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Timeline
Aug 25, 2025 - Sep 29, 2025
