Unfiltered by Raw Sugar Living Social Media Launch

Carley has worked as a Social Media Account Manager for B Creative Enterprises since December, 2019. This role saw her play a pivotal role in devising a social media campaign to accompany the launch of Unfiltered, a line of beauty products being released by Raw Sugar Living in Target stores US-wide in February, 2020.

Carley spearheaded the creative branding for Unfiltered’s social media presence across multiple platforms. Considering the product and how it could effectively be portrayed online, Carley conducted research on target markets and identified potential influencers that would complement the brand image through their channels. Furthermore, Carley introduced the idea of identifying pain points that Unfiltered products could solve, and addressing these creatively in social media posts.

With strategy in place, Carley was responsible for developing call-to-actions as well as the visual design of both individual and carousel ads for Facebook. She developed bi-weekly content calendars that maintained Unfiltered's brand image, developing engaging front-end strategy and providing relevant information for back-end strategy.

Since its launch in February, Unfiltered’s Instagram has gained over 10K followers.

ECU Campus Recreation & Wellness: ‘Wellness Wednesdays’ Facebook/Instagram Live Series

In 2016, Carley oversaw the social media strategy for East Carolina University’s Campus Recreation & Wellness Centre as their digital marketing manager. The centre was in need of a way to comprehensively market the wide range of services it offered students.

Anticipating the popularity of Facebook’s (then recently created) ‘live’ function, Carley developed a weekly six-part video series: ‘Wellness Wednesdays’. Each week, the twenty minute segments would be streamed live on Facebook, promoting one of the eight departments in the CRW. Carley scripted and hosted the live series, as well as strategising its social media presence.

The potential of the series was quickly recognised, with the Dean of Students asking Carley and her team to film a guided tour of the CRW centre for the university using Facebook Live. This stream was eventually viewed by 40,000 prospective students.

Raw Sugar Living TikTok Campaign

In June 2020, Carley and the B Creative team brainstormed different ways they could approach the social media presence of their client Raw Sugar, a Los Angeles based skincare and beauty brand. In the wake of the COVID-19 pandemic, the team decided to utilise Raw Sugar’s bright and optimistic social media image to create content that would distract from the negative emotions associated with a lot of online content at the time.

The decision was made to target influencers on TikTok, a platform which had been rapidly growing in popularity. The team strategised to approach a range of influencers who produced lighthearted content (e.g. dancers, bakers, artists, roller skaters etc.) and ask them to create content that would feature Raw Sugar products.

The conceptualisation, choice of influencers and the quality of content produced made for a successful campaign, with multiple videos going viral. In turn, Raw Sugar’s brand reached millions of viewers, with influencer audiences regularly converting through Raw Sugar’s channels.