The social landscape demands a constant feed of fresh and exciting content. Social media is an exciting place for brands to experiment and have fun – but also to execute an intelligent strategy, and grow a real community.
A smart social strategy requires a balance of research, marketing, branding, design, storytelling, planning, and team alignment. What the customer sees is powerful, stunning content that grabs their attention. What goes on behind the scenes is hours of dedicated creative work, plus constant attention to analytics – gaining insights and pivoting content to increase conversions.
Aveo Vision is a direct-to-consumer contact lens brand in a highly competitive space, targeted toward young Millennials. Their social content needed to be on point with an elevated aesthetic appeal, but still effective in driving sales goals. I worked with Aveo for over two years, helping them tell their story across Facebook, Instagram, Twitter, Pinterest, and even Medium and TikTok.
Associate Creative Director
- Strategy and planning
- Concept development
- Creative direction and design
- Client presentation
- Illustration and animation
* some stock illustration used
Examples of social media content created for Aveo Vision:
Videos were, unsurprisingly, Aveo’s top-performing content. These longer-format videos were developed for social posts, IGTV and Reels. Videos were edited together from a combination of influencer content and newly shot footage, paired with stock music.
Instagram Stories were also vital to the overall social strategy, often outperforming regular posts. Fun and unique visuals and messaging, including interactive elements, were developed and tested every month.
Carousel posts helped Aveo communicate more complex brand messages, like product specs and plan pricing, in a visually appealing layout that the reader can swipe through at their own pace.
Topics that would have weighed down a single image were able to be communicated in their own dynamic format. These carousel posts received some of the highest engagement for the brand.
A clean, easy-to-understand way to illustrate Aveo’s superiority over competing brands.
The vision test (FreshRx) process was broken into three simple steps spanning several carousel images.
Knowing their audience’s affinity for astrology and other personalized content – a highly shareable carousel post was developed likening character traits to eye colours.
Aveo’s subscription plans were broken out into three carousel panels, with the benefits being attributed to cute woodland creatures.
A fun and engaging decision tree was executed across panels of the carousel to drive sign-ups.
Do it for the grid
An aesthetically pleasing Instagram grid was paramount for Aveo to attract their young and socially savvy audience. Achieving this required careful advanced planning, and a balance of:
- Marketing messaging
- Brand colours
- Product representation
- Scheduling requirements (for time-sensitive posts)
Aveo’s branding received an injection of vibrant style and colour for Instagram. A curated selection of stock photography was used to supplement brand-focused visuals, and meet a more aggressive content schedule within a tight scope.
More social content
With a constant need for new content, there was heavy demand for fresher and even more engaging branded visuals. The social content was also constantly evolving based on learnings and changes within both the industry and social platforms.
Each piece of content was developed for use across all of the client’s active social channels – with versions created for Instagram, Facebook, Twitter and Pinterest.
Further concepts and visual content created for Aveo Vision:
The social strategy I executed for Aveo was a success. The key performance indicators of follower growth, engagement, and conversions all saw significant improvements when I was delivering their creative and driving their overall strategy. Many of the insights gained from these social and creative concepts were used to improve Aveo’s advertising.
I leave you with the client’s words:
“Damian is a talented creative who brings passion and dedication to what he does. During the time that I worked with Damian, he regularly brought to the table creative ideas that were innovative and fresh. He has the ability to turn complex concepts into simple and elegant visuals. He's both able to think strategically and willing to get in the weeds, to deliver thoughtful and well-executed work. Damian was an absolute joy to work with.”Cecile ThaiCEO of Aveo Vision
- Increased audience growth
- Improvements in social engagement
- Valuable insights into the audience
- Aggressive content calendar implemented
- Impressive conversion rate improvements
Let’s get social!
Dive into the full strategy and further results:
PHONE +1 (604) 726-9729
More on social…
A social media strategy requires keeping up with the latest trends and changes. Check out my latest articles on all things social media: