Digital Marketing Internship |
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Starting in June of 2019, I worked as a Digital Marketing Intern at Ferrara Candy Company in their Chicago Annex location. I was apart of the Digital Marketing team and worked on many short term and long term projects. For a detailed description of my internship experience please see the attached PowerPoint.
Social ListeningDay-to-day responsibilities included social media listening and community management. Throughout my two and a quarter months at Ferrara I responded to over 600 comments across Ferrara's National Portfolio of brands including: Trolli, Black Forest, SweeTARTS, Brach's and NERDS. I used the NetBase tool to find branded and unbranded mentions of Ferrara's brands.
Using NetBase and other organic social listening, we discovered influencers with love for our brands. From these discoveries, we were able to make contact with dozens of influencers which lead to millions of impressions for the brands. These influencers had anywhere from 870k to 50k followers, some examples of influencers we identified include Josh Peck and Venus Williams. |
Product Locator Another short term project I worked on was updating Ferrara's corporate product locator. I learned how to navigate and update the website using the platform Destini. I communicated with their offices in California to make site edits and adding product which had to go through a second layer of approval by Neilson. This project was extremely tedious but extremely important as this is a major touch point in our consumers' journey to buy our products.
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Social and Website AuditsAuditing was another extremely tedious but essential part of my job. First, I audited Ferrara's National Portfolio's social media accounts including all of their Iconic's portfolio, Nestle, Kellogg and Leadership brands such as Black Forest, Trolli, SweeTARTS and Brach's. We checked for missing links, biography's, photos, and any other missing essentials to the pages. We also audited competitor's social media channels to see what they were doing and ensure our brands social medias were staying up-to-date and competitive.
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Original Lemonhead Content CreationOur long term project was to create original content to relaunch Lemonhead's social media accounts. We started in June by auditing all of their existing platforms; for our strategy, we decided to focus on their Twitter, Facebook and Instagram. From there, we picked out insights observing engagement rate at post level and bucketing which items worked well and which didn't. With this information, we started developing our best performing themes. These themes would serve as the basis for our three content pillars. Once our pillars were created, we set to work creating original content. By our end date in August, we will have created 6-15 pieces of content that will be posted across Lemonhead's channels for the next month or so.
Lemonhead Icecream Cone FPO |