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I am new to the team. I also worked for a luxury brand in my last job as a strategist, and at that time, zegna was one of the brands we benchmarked against. As a consumer, zegna was also one of the choices of the wedding dress for my husband because of not only the premiumness it has maintained, but also the dynamic image that caught me in recent years In either role, I have been curious about what the marketing strategy is, which team is serving this brand, and what formula they have for social media. when I was in the orientation of the project, the team introduced the brand's milestones of the past year to me, they explained details like a family, remembering every campaign clearly. I believe I kind of found out the answer. This team knows the brand well and consistently brings high quality content and performance at every touch point. Consistency.. the simple mission as well as the difficult challenge. We have seen too many brands that have made it to celebrities and lost it to celebrities. Their social media performance is heavily weighted towards frequency of celebrity endorsements. We’ve seen too many brands present a very different face to consumers because of brand upgrades or team changes. As a PR event, it may be a good thing, like the balenciaga global ins move. but most of the time as a social media operation, this is a situation to avoid. Because the nature of social media users is that they won't necessarily interact and share if you do a good job, but they will unsubscribe if you change. To achieve this mission, I have simply defined two tactics. The first is that we need to distinguish the role of each social media platform. Weibo is the field where events and celebrity hotspots happen, so we have to spread and gather buzz here. wechat is a ecosystem based on i wom. which are established in interpersonal interactions, we need to make it deeper and create good experience here. on douyin most of the content is a portrayal or even vulgarization of life, we must keep balance between being attractive and being premium. And on more verticle applications, we need to leverage community attributes to consistently seed and attract more groups of interests Platform positions also shapes content strategy in terms of user behavior trends on those platforms. firstly, as they’ve seen too many, they’re literally hard to please. Giving them what they wanted may not be appreciated and would even be taken as a sign of no character secondly, While it's important to create buzz, in this world of information explosion, buzz can easily be replaced and left behind, in the end only stories that resonate with them will be remembered and thirdly, they usually leave on read and love trying new things, only creative mechanism + light interaction will trigger their engagement. It is a clear-cut consequence that our social media strategy will be keeping tonality and immersing with the young; making brand legacy vivid and interactive, creating experience with mechanisms.