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    Dual Olympian and 8 x BMX and Mountain Bike World Champion, Caroline Buchanan, is more than just an athlete. As a leading example of the girl who can, Caroline’s mission is to be the most decorated all round female cyclist, mastering everything on two wheels and acting as a unique role model for the next generation of kids in sport.

    Adding to her inspiration on and off the bike, Caroline endeavored to take her passion to encourage and empower the next generation of kids to be anything they want to be with the publication of her first children’s book ‘Girls Can B – Dress Up Day’.

    OBJECTIVES

    The following objectives were outlined by the Girls Can B partners:

    1
    Increase Brand Awareness
    and Social Conversation
    2
    Build an Engaged Online Community
    and Encourage User-Generated Content
    3
    Generate Online
    Book Sales

    #GIRLSCANB

    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.

    OUR STRATEGY

    By developing and executing a targeted initiative to meet the objective, the Girls Can B partners successfully achieved the following:

    1
    Organic increase in brand awareness and social conversation through social media amplification of the book release.
    2
    The beginnings of an active and engaged social community and inflow of user-generated content from fans.
    3
    An increase in online book sales and generation of sales revenue.

    STRATEGIC INITIATIVES

    • Establish a unique brand identity for the Girls Can B brand, designed to appeal and target 2 new demographics: children and parents of young fans.

    • Build and roll-out website landing page (girlscanb.carolinebuchanan.com) to facilitate online book sales.

    • Create and strategically plan out social media content, rolled out on Instagram and, that drives the Girls Can B brands key messaging as well as online sales.

    • Ideation and implementation of the custom hashtag #GirlsCanB in order to track social conversation and engage with audiences and fans.

    • Encouragement of audiences and fans to share as much organic and authentic content as possible, that we could then repurpose on Girls Can B social pages.

    CAMPAIGN RESULTS

    • Acquisition of active and engaged social community (Instagram and Facebook).

    • 640+ book sales in first 4 months of book launch (without paid advertising)

    • 3,700+ online store sessions (without paid advertising)

    • Consistent inflow of user-generated content using #GirlsCanB

    Thinktank Social, from start to finish, has helped piece the puzzle together in creating my first kid's book, Girls Can B. From locking in the publisher, writer, illustrator, branding, PR, social media and engaging customer queries. Thinktank Social's #OneTeam approach and striving together to make projects happen is the key to success.
    Caroline Buchanan - Girls Can B
    @girls.can.b

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