Social Media Campaign
My group developed and implemented a social media campaign to introduce a new t-shirt company in Amman, Jordan in May 2015. Our team consisted of five people. Our budget was small, but we had a blast and couldn't have been more pleased with the results.
The Issue At Hand:
The turmoil in the Middle East was affecting the country of Jordan in a variety of ways. Population was growing at a faster pace than the economy could handle: the people of Jordan were sharing resources with refugees from the neighboring countries, inflation was on the rise, and political threats were leaving people insecure.
The Need:
People were looking for outlets, something to lighten up the serious atmosphere created by the chaos in the region. The instability raised awareness on the importance of supporting the local community The external threats brought people together and raised the level of patriotism among the Jordanian citizens.
The Opportunity:
We created a T-Shirt company that mainly targets Jordanians. The company had two main offerings: Funny t-shirts based on cultural relativism, and patriotic designs.
The Action:
We created a rebellious corporate personality. We created a T-Shirt company that mainly targeted Jordanians. The company had two main offerings: funny t-shirts based on cultural relativism, and patriotic designs. Our customer service was amazing, but very sarcastic. We engaged local artists in the community and initiated our soft launch in local farmers markets. We focused our initial marketing budget on various social media campaigns to encourage engagement with the brand and built up anticipation for our first store at a well-recognized Virgin Mega-Store.
The Results:
Our social media campaign was a hit. Jordanians from all around the world joined our contests and shared their experiences with our followers. The designs were spot on, and grew very popular. We had members of the royal family, reporters and other public figures purchase our shirts and wear them around the country and on TV shows. We were able to achieve over 600k impressions and 20k Facebook likes in our first month, and have steadily grown this number to over 40k likes over the last 3 months.
