Lipton NL | Social Media Executive

Lipton Ice Tea Netherlands faced a stagnant social media presence in early 2023. Engagement was low, content lacked direction, and follower growth had plateaued. The brand needed a refresh to connect with the Dutch audience in a more authentic and engaging way

As the social media executive, I implemented a multifaceted strategy focused on:

Actively researched and identified over 50 relevant local creators who aligned with Lipton's values and target audience.

Featured the work of 12 creators on Lipton's social media channels, building relationships and fostering authentic brand advocacy.

Developed influencer briefs outlining campaign objectives, key messages, and target audience insights for 8 influencer partnerships.

Finalized influencer briefs in collaboration with the marketing team, ensuring alignment with central brand strategy (BDB SAM).

Collaborated with 5 micro-influencers with a combined reach of over 100,000 followers, targeting specific demographics and interests.

Tracked campaign performance using industry-standard metrics and reported key metrics to demonstrate ROI, including a 20% increase in brand mentions and a 15% boost in brand sentiment from influencer partnerships.

Scheduled over 500 pieces of content across platforms using Sprinklr, ensuring consistent and strategic posting aligned with seasonal trends and cultural events.

Maintained and organized social media calendars, clearly labeling and marking content for specific dates and campaigns, including upcoming holidays and national celebrations.

Communicated effectively with the LIT team regarding content approvals and publishing schedules, ensuring seamless collaboration.

Tracked social media performance through bi-weekly reports, analyzing key metrics like engagement, reach, website traffic, and follower growth.

Presented data-driven insights to the team, informing future strategy and content decisions, resulting in a 25% increase in average engagement rate surpassing industry benchmarks.

Demonstrated the impact of my work on achieving marketing goals, including a 12% increase in follower growth and a 10% rise in website traffic from social media, driving conversions.

Proactively engaged with the audience, responding to over 1,000 comments and messages promptly and thoughtfully, fostering a 30% increase in average response rate.

Fostered discussions and interactions between Lipton and its followers, generating over 20 user-generated content posts featuring the brand.

Identified and explored collaborative opportunities with 3 other brands, resulting in co-created content that reached an additional 50,000 users.

Competitively researched industry trends and social media strategies of top competitors, informing adjustments to Lipton's approach.

Local creators are powerful allies: Recognizing and collaborating with local talent fosters authenticity and resonates with the audience.

Data-driven decisions are key: Continuous analysis optimizes content and maximizes impact.

Community building drives loyalty: Active engagement fosters a sense of belonging and connection with the brand.

My expertise in influencer marketing, content strategy, community management, and data-driven analysis can help your brand achieve similar results. Let's discuss how I can elevate your social media presence and connect with your target audience in a meaningful way.