B2C Social Media

AT-A-GLANCE

Working on a legacy brand like AT-A-GLANCE can be a blessing and a curse. When a brand’s been around for many decades and builds a devoted (even fanatical) audience base, it can also seem outdated or out of touch with younger consumers. Particularly when they’re digital natives who see paper planning tools as irrelevant in their modern lives.

Part of my challenge as Digital Marketing Manager was to find ways to connect with millennial and Gen Z consumers and build the next generation of AT-A-GLANCE fans. Through social media, I cultivated a select group of influencers in this audience who were already talking about the brand to help us create and promote content. Below are a few examples of social media that helped drive increased engagement with first-time planner buyers and 3x incremental sales among this demographic.