Project: Social media strategy research for a kids fashion brand in South Africa. The challenge was determining whether launching a standalone children's account would actually outperform staying integrated within the main brand channel.

Strategy & research: The focus was on on validating the channel decision before committing budget, through 1) a consumer psychology and consumer trends analysis through identifying which behavioral drivers would most influence parent engagement, 2) competitive benchmarking against several major global retailers already running standalone kids' Instagram accounts (including GAP Kids, Zara Kids, and more), comparing follower ratios, engagement rates, and content models, and 3) a readiness framework built from four metrics including main account scale, content pipeline strength, audience overlap data, and engagement differential which helped with determining when to launch.

Results:

Identified that comparable kids' accounts typically land at ~4% of the parent account's following - giving the client a realistic launch target (4,000 -10,000 followers).

Focused on recommending prioritizing building a community over scale.

Delivered a phased roadmap in order to give the client a clear, staged path to execution.