Nguyen
HILL+KNOLWTON STRATEGIES
ROLE: Social Media Manager
Background
Hill+Knowlton Strategies is a global public relations consulting company, headquartered in New York City, United States, with over 80 offices in more than 40 countries.
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As a Fellow, I helped revamped H+K's Instagram page -- crafting eye-catching visuals to support the overall account to take it to the next level. The key objective was to improve post consistency and increase our follower count by inspiring, entertaining, and informing. In addition, I focused on increasing two other KPIs - likes and engagement. I was primarily brought in to help keep the account going and modify the content with an overall theme, which included a customed Story Highlights, themed graphics, and short videos.
BEFORE
AFTER
Platform Strategy
Use Instagram as a platform to engage with H+K employees, share H+K moments, and elevate human experiences
The Process
H+K Instagram brand growth strategy is often focused on the client. I conducted a brief content audit across major global PR agencies and realized we needed to maximize human moments to resonate with our employees and internal stakeholders. With that in mind, I helped focus our content on three pillars -- DE&I, H+K people/awards, and client work -- while staying authentic to the H+K brand.
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Adding in another layer of creativity, I created custom Story Highlight covers, which used H+K secondary colors to keep them on-brand but fun. With a curated focus on InstaStories, this was an opportunity to optimize an already finely-tuned Instagram to fit the new medium and engage audiences.
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Content I Created
Bringing Real Stories to Insta Stories
Instant. Personable. Gratifying.
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As consumers expect more authentic connection, we decided to strategically use InstaStories to engage, capture, and grow audiences while highlighting employee initiatives. According to AdEspresso, agencies report 2-3x more engagement with InstaStories posts. One of the most effective ways to generate engagement and elicit responses was to create content that connected on a deeper level with our audience -- by featuring them.
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National Intern Day
July 30 was National Intern Day - which for the past two years has garnered numerous impressions on social media. Taking advantage of this trend to get the H+K name out there while celebrating the contributions made by H+K Fellows, I proposed creating Fellow highlights to recognize our Fellows' hard work and diverse backgrounds. I personally conducted interviews and created graphics for this InstaStory campaign, which garnered an average 400+ views and increased Story engagement by 57%* (*numbers derived from past Story performance).
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Hispanic Heritage Month
As part of Hispanic Heritage Month (September 15 - October 15), I worked with an incredible team to produce content that inspired Hispanic/Latinx H+Kers to be proud of their roots. The company-wide campaign featured H+Kers sharing what being Hispanic/Latinx means and how they celebrate Hispanic Heritage Month. Additionally, the campaign featured custom food recommendations by H+Kers, famous Hispanic/Latinx pioneers, and fun spotlights highlighting employees' contributions. I designed all the graphics and assisted in coordinating distribution via social media.
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Results
By creating specific, targeted content around H+K's offerings, celebrations, and events, I was able to help increase web traffic, content interactions, and accounts reached. Through these efforts, we were able to yield a 15% follower growth in less than 6 months.
+15%
follower growth since I handled the account
+755
likes since I handled the account