Driving Engagement for Minor Figures
Molly Parsons
Molly's talent overflows. She has such an intrinsic understanding of youth culture and how to authentically connect with audiences. These skills transformed how we built community through our socials. Not only that, Molly is a total vibe to be around — fun, kind, genuine, collaborative and hilarious. The great mix of collaborative and creative, Molly brings energy and expertise into every project in a way that contributes to a powerful team dynamic.
Alexa Theofanou, CMO at Minor Figures
Maximising ROI on events
Minor Figure pop up in Sydney
To create a viral moment to increase brand awareness and brand love in Sydney we created a giant oat milk pop up coffee shop where customers had to enter into a milk carton, go up a spiral staircase and pop their head out the top.
We paid local UGC creators to attend the pop up such as AdrienWidjy (https://www.instagram.com/p/CqZBV32h96D/) which generated even further reach online as well as a huge amount of free UGC and press from the event.
Launching products for fans
Myself and the brand team worked on a long term rewards project for brand superfans which would also pop on social and increase brand love and virality. I creative directed and created the content for the Minor Figures Miscellaneous programme which had huge results on social, increasing our engagement by 20%.
Stockist Awareness
As a HUGE Aldi fan I loved tapping into my wholesome Aldi FYP and working with creators I already have in my saved to celebrate the launch of Minor Figures in the Aldi Middle aisle.
The campaign cost £300 views and garnered over 250K views.
Always on social media content creation and management
Created the social strategy at Minor Figures, doubling the organic reach and tripling the engagement with Gen Z audiences. Created the always on content and reached out to collaborators who aligned with the brand. Managed all social media channels.
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Posted Aug 29, 2024
Implemented creative strategies to elevate Minor Figures' social media presence, resulting in improved customer engagement and stronger brand affinity.
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