As one of Australia’s most influential and inspiring female cyclists, crafting a message and online presence that shares Caroline’s story in a tone of voice that speaks to her youngest audience, formed an integral component of her personal brands long-term business strategy.
Upon successfully identifying key business objectives, Thinktank Social went to work on establishing an online brand and community that incorporated clear channel strategy and tactics to contribute to her overall personal brand strategy.
As a result of the online community, as well as the integration of e-commerce to generate book sales, the ‘Girls Can B’ social community was able to meet the projects primary goals of increasing audience engagement, social conversation and book sales online, as well as generating a consistent inflow of user-generated content.
Launching Girls Can B for preorder in October 2018, a large objective of the book release was generating presales in the lead up to Christmas and New Year. Leveraging Caroline Buchanan’s scalable and existing social audience and fans combined with our strategic initiative, the book launch used an approach reliant upon organic over paid advertising.