Aero Fit Social Media Campaign

Aero Fit Social Media Campaign

Project Description

Aero Fit wants to run a Social Media Campaign to regain the overall CMS (Customer Market Share) and RMS (Revenue Market Share).

One of the popular footwear brands called Aero Fit caters to the premium, standard, and economy segments of the market and specializes in the fitness category. The company’s offline retail presence is strong with a wide distribution network in urban and semi-urban markets with almost 40% of its outlets being company-owned and company operated (COCO) while the rest are run by its franchise partners.

The brand was a market leader and had been generating a topline revenue. However, in the last three years, its volume growth has been less than 5% whereas the industry has grown by two digits and is still growing. A lot of growth in the industry has been fueled through online marketing with aggressive offers whereas Aero Fit is yet to foray into full-fledged digital space.

Industry Research Statistics

Aero Fit marketing team has gathered last year’s industry reports on online sales trends and other parameters to understand the market dynamics in the digital space:

  • Annual industry online sales: $2 Billion.
  • Total promotional spend: $120 Million.
  • Competitor online discounts:
    1. Nidas: 5%
    2. Dike: 10%
    3. Puma: 15%
    4. Reebok: 12%
  • Marketing channel-wise revenue share %:
    1. Organic: 38%
    2. PPC: 32%
    3. Social media: 22%
    4. Email marketing: 3%
    5. Influencer marketing: 5%
  • Social channel-wise sales share %:
    1. Facebook + Instagram: 43.5%
    2. X: 8.5%
    3. Pinterest: 4.5%
    4. YouTube: 17.5%
    5. LinkedIn: 26%
  • Brand-wise audience age group share in the fitness segment:
    – 15 to 20 years: 17.5%
    – 21 to 30 years: 32%
    – 30 to 40 years: 44.5%
    – +40 years: 6%

Aero Fit Social Media Strategy

1- Campaign Goals & KPIs

Our Social Media Strategy will have two phases:

  • Phase 1: Increase Brand Awareness.
  • Phase 2: Increase Online Sales.

Awareness Goals:

  • Increase Brand Recall with 20 Points. (4 Weeks)
    KPIs: Reach, Impressions & Brand Recall Lift.
  • Increase Customer Engagement with 30%. (4 Weeks)
    KPIs: Likes, Shares, Comments, Views & Followers.
  • Increase Website Traffic form Social Media by 25%. (4 Weeks)
    KPIs: Link Clicks, Landing Page Visits, CTR & Unique Visitors.

Sales Goals:

  • Increase Online Sales with 50%. (8 Weeks)
    KPIs: Conversions, CPA & Conversion Rate.

2- Social Media Channels

Based on our Customer Data, Industry Research & Competitors Analysis, we will focus mainly on Four Social Channels:

  • Facebook
  • Instagram
  • LinkedIn
  • YouTube

Our total Budget = $40,000 total.
Budget Share will be:

  • Facebook Budget = $15,000
  • Instagram Budget = $10,000
  • LinkedIn Budget = $9,000
  • YouTube Budget = $6,000

3- Target Customer

Aero Fit has mainly 3 types of shoes products:

  • Men Shoes
  • Women Shoes
  • Kids Shoes

We created a target persona for each one based on the Data we have. As an example, here is the target persona for men:              

(Name: John)

Demographic:
Location – Urban & Suburban areas, US.
Age – 18 ~ 40 years old.
Gender – Man.
Income – $80K ~ $100K.
Job – Professionals, Trainers & Athletes
Pain Points:
– John suffer from Foot discomfort or injuries from poor-quality shoes.
– He wants a stylish yet functional footwear.
– He wants a balance between affordability and premium quality.
– John is also concerned about environmental impact and prefers sustainable options.
Behaviors:
– He shops online and in-store.
– John Reads reviews before purchasing.
– John is very active on Facebook & LinkedIn.
– He follows fitness influencers for recommendations like Drew Manning.
– He is willing to pay more for premium quality and innovation.
Psychographics:
Lifestyle: Health-conscious, active, enjoys outdoor and gym workouts.
Values: Performance, durability, comfort, and sustainability.
Interests: Running, CrossFit, HIIT workouts, yoga, outdoor adventures.
Buying Motivation: Looking for high-performance shoes that provide comfort, support, and style.

4- Social Media Calendar

To get the most out from social media & achieve our strategy goals in the optimum manner we need to use social channels in both Organic (Organic Content) & Paid (Ad Campaigns) ways.
We created a 20 weeks content plan for our four social channels. As an Example here is the first week:

DayFacebookInstagramLinkedInYouTube
Monday🏃‍♂️ Motivation Monday: Share a customer success story with before/after fitness progress using your shoes.🎥 Reel: Quick workout challenge using your shoes (e.g., Jump Rope, Sprint, HIIT).📈 Industry Insight: Post about the impact of proper footwear on fitness performance.🎬 Video: “How to Choose the Right Fitness Shoes for Your Workouts”
Tuesday🛍️ Product Spotlight: Highlight a best-selling shoe with key benefits and a customer review.📸 Carousel Post: Show different angles of the shoe + styling tips.🏆 Company Culture Post: Share behind-the-scenes content about product design or team members.🎥 Shorts: “Unboxing & First Impressions of Our Latest Running Shoes”
WednesdayEngagement Post: Poll – “What’s your go-to workout: Running 🏃‍♀️ or Gym 🏋️‍♂️?”🎥 Story Q&A: Answer FAQs about shoe materials, comfort, or best use cases.🔗 Educational Post: Share a blog link about injury prevention through proper footwear.🎬 Video: “5 Common Mistakes When Buying Fitness Shoes (And How to Avoid Them)”
Thursday🌟 Testimonial Thursday: Share a real customer review with a lifestyle image.🎥 Before & After Reel: Show someone improving their training with better shoes.🎤 Thought Leadership: Post a quote from an expert about foot health & performance.🎥 Shorts: “3 Hacks to Make Your Fitness Shoes Last Longer”
Friday🎉 Flash Sale Friday: Announce a limited-time discount or special deal.📸 UGC Post: Feature a customer photo wearing your shoes.📊 Poll: “What’s your biggest challenge when picking the perfect workout shoe?”🎬 Video: “Behind the Scenes: How We Design High-Performance Fitness Shoes”
Saturday🌍 Community Engagement: Highlight a local fitness event or partner gym.🎥 Story Takeover: Feature an influencer/athlete using your shoes in action.🏅 Weekend Inspiration: Post a fitness goal challenge for followers.🎥 Shorts: “5-Minute Warm-Up Routine for Runners”
Sunday🧘‍♀️ Self-Care Sunday: Share tips on foot recovery, stretching & relaxation.📸 Aesthetic Flat Lay: Shoes + accessories for a perfect fitness day.📝 Employee Highlight: Feature a team member sharing their favorite shoe & why.🎬 Video: “The Science Behind Our High-Performance Shoe Cushioning”

Hint: This is the Best Posting Time for Every Platform

PlatformBest Days to PostOptimal Posting Times (in Local Time)
FacebookMonday – Friday7 AM – 9 AM | 12 PM – 1 PM | 6 PM – 8 PM
InstagramMonday – Saturday8 AM – 10 AM | 12 PM – 2 PM | 6 PM – 9 PM
LinkedInTuesday – Thursday7 AM – 9 AM | 11 AM – 12 PM | 5 PM – 6 PM
YouTubeThursday – Sunday12 PM – 3 PM | 6 PM – 9 PM

5- Facebook & Instagram Tactics

A – Create Facebook & Instagram Business Page

How to create a Business Page:

  • For Facebook, after creating a Personal Account, Got to Menu then tab Create a Page.
  • For Instagram, after creating a Personal Account, from Settings, Switch to Business Account.

Aero Fit Business Page must contain basic Six elements:

  • Business Name
  • Profile Picture. (Company Logo)
  • Cover Photo. (Company Products or Introductory Video)
  • About Section. (Business Description)
  • Contact Information. (Phone, Email & Website)
  • Action Button.

This is a screenshot for Aero Fit Page on Facebook & Instagram.

B – Schedule Posts (Weekly Basis)

We can schedule content on Facebook & Instagram using Meta Suite Planner. As shown in the image.

Aero Fit Planner

C – Create Ads Campaign

Advertising on Meta is a very power tool in digital world. Meta Ads help improve brand recognition & increase sales in a cost effective manner. Every dollar you spend on Meta, generates 3 dollars in revenue.

To create a campaign, from Meta Business Suite, Go To Ads Manager then tab Create Campaign.

Here are some example for Aero Fit Ads on both Facebook & Instagram:

D – Craeting Audiences

Meta has three types of audiences

  • New Audience
    They are potential customers for your products or services. We define those using data aggregated by Meta like Demographics, Behaviors & Interests.
    This option for increasing brand awareness, increasing customer base & grow market share.
  • Custom Audience
    They are people already know & engaged with our business like website visitors, App purchasers, video Ad viewers & more.
    This option is great for retargeting campaigns, exclusions purchasers or increasing customer loyalty.
  • Lookalike Audience
    They are people have similar characteristics with custom audience. After creating custom audience, we use it a source for the Lookalike Audience.

We created 3 Custom audiences using Facebook Pixel:

  • Website Visitors
  • Abandoned Cart
  • Purchasers

How to Create a Custom Audienece:

  • First, we create a Data Source in Events Manager Tab by installing a Facebook Pixel on Aero Fit website.
    (A Data Source can be Facebook Pixel, Facebook SDK or Conversion API)
  • Second, we create Custom Audience from Audiences in Meta Business Suite.

E – Measure & Optimize Campaign Performance

After we create Ad Campaign, we check Its performance from Ads Manager.
We can Customize Columns, Filter, Breakdown Results or Create a Report.

Aero Fit Campaign Results

6- LinkedIn Tactics

A – Create a LinkedIn Business Page

From For Business Menu, Tab Create a Business Page.

Aero Fit LinkedIn Page

Then enter necessary business details like Facebook Page:

  • Business Name
  • Business Page Photo (Logo)
  • Business Cover Photo 
  • Business Description
  • Contact Details
  • Employees
  • Business Products                                             –

B – Create LinkedIn Ad

On For Business tab, we click Advertise. Then from LinkedIn Ad Manager we create Ad Campaign.

Aero Fit LinkedIn Ad

C – Measure & Optimize Performance

After creating Ad Campaign, we easily track its performance from Ad Manager Dashboard

Aero Fit LinkedIn Results

7- YouTube Tactics

A – Create a YouTube Channel

We used the channel to upload funny, educational & promotional videos for our customer & used it later for making YouTube Ads.

To create a YouTube Channel, we need a Google Account. Then from YouTube Studio, Create the channel.

Aero Fit YouTube Channel

B – Create YouTube Ad

We create YouTube ads from Google Ads Software, from Campaign Tab.

Aero Fit YouTube Ad

C – Measure & Optimize Performance

After creating Ad Campaign, we easily track its performance from Google Ad Manager Dashboard.

Aero Fit YouTube Ad Result

This is How the Ad will look like on YouTube.

Aero Fit Social Media Campaign

8- Social Media Marketing Tools

There are many useful tools can help us in our Social Media Marketing Activities like:

  • HootSuite
    Used for curating content and scheduling and publishing posts to managing teams and measuring ROI. There are tools Like Bufffer & Sprout.
    Learn More About HootSuite.
  • Canva
    A great tool for creating social media assets like Images, Videos & Graphics.
    Learn More About Canva.

Thanks for reading. I hope you learned how to create a Social Media Campaign.
For any help in your upcoming prohect, Feel Free to Contact Me.

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