If you think managing one Instagram page is a feat, how about managing five different accounts for a single brand?
That is the social strategy behind Goodr, a sunglass brand, which has five different profiles, each with its own aesthetic, and each targeting a different sport, like running or golfing.
Marketing Brew reports that each account is headed by a dedicated community manager. These managers not only focus on boosting engagement but also work closely with the brand's marketing efforts to maintain a cohesive presence across the platform.
The company’s chief marketing officer noted, however, that engagement is the most critical metric, and each account has specific benchmarks.
🚀 Building Followers Across Pages
The main Goodr page has the highest follower count at 200,000; the other accounts also have substantial followings. Follower counts of these individual pages range from about 8,000 to 35,000.
💼 Community Managers' Role
On top of running Instagram accounts, page managers have several other job requirements, such as:
- Contributing insights to product development
- Proposing brand partnerships with athletes
- Copywriting
- Engaging with the brand's 350 ambassadors via Slack
👉 Ad Strategy
Community managers also collaborate with Goodr's paid media team to determine suitable events and content for advertising purposes.
The brand runs paid campaigns throughout the year on several platforms including:
- Meta
- TV
- Podcasts
- Radio
Each campaign is tailored to target specific sports, such as cycling or running.
Images: @bikegoodr, @rungoodr, @golfgoodr via Instagram
