Plantetorvet is the biggest online garden company in Denmark. However, they did not have any experience in terms of social media, community management, or content marketing. Realizing that their customers had low loyalty, they saw social media as a means to create loyalty and they also felt that there was a potential in using social media in relation customer service but did not know how to go about it.
I successfully created a few contests with engagement as a main goal, however, editorial videos on gardening proved to be the best content. Furthermore, I also helped them with their PR and landed several features in local and national newspapers.
I wrote a paper with two fellow students in the course of External Communication. We did a SWOT analysis of Plantetorvet and their closest competitors, and from that we recommended their business to add a social layer to their marketing. After finishing the paper they offered me a part time job as their community manager. I initially created a social media strategy and on a weekly basis I produced and published content on their Facebook page, including competitions, blog posts, videos, etc. As a result, the community grew to over 7,000 members. In addition to this I also re-wrote all text for their website and landed them features in both local and national newspapers with the press releases I wrote.