Paberik Badjoe:
Managing a Multifaceted Brand Ecosystem
Role: Creative Strategist
Year: 2023 - 2024
The Challenge:
Juggling Three Distinct Brands with One Team
Paberik Badjoe is a recreational hub featuring three distinct brands. I was entrusted with the unique challenge of managing the social media accounts for all three simultaneously, each requiring its own communication strategy, visual identity, and content plan. The technical challenge was to meticulously manage the entire content workflow, from planning to reporting, for all three accounts to ultimately increase physical customer visits.
The Solution:
Strategic Positioning & Streamlined Project Management
As the Social Media Strategist, my approach was to first establish a clear strategic foundation for each brand and then build a robust operational system to manage the complex workflow.
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Strategic Positioning:
I developed new communication strategies for all three accounts to ensure each had a strong, unique positioning in the digital space. This not only created a clear presence for audiences but also provided my team with a cohesive framework for content creation.-
For the Paberik Badjoe hub, we used the positioning #OneStopLeisure, highlighting the area as a complete destination for entertainment, dining, shopping, and sports.
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For the outdoor store, OSA, we established the tagline #OneStopOutdoorSolution, positioning it as a comprehensive hub for outdoor enthusiasts with a wide range of local and international brands.
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For the factory outlet, we used the positioning #OneStopFashion, focusing on its diverse selection of fashion products for men, women, and children.
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Creative & Operational Leadership:
My team and I developed new visual guidelines to translate each account's communication strategy into a distinct aesthetic. I supervised the entire content creation workflow, from planning and photo/video shoots to content production, posting, paid ads, and monthly reporting. This ensured that despite the high volume of work, the quality and messaging remained consistent for all three brands.
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Project Management & Problem-Solving:
I implemented a clear and efficient work system, establishing a single point of communication with the client and providing my team with clear briefs. My role was to ensure smooth project flow and act as a problem-solver for both the team and the client, fostering a supportive environment that helped us navigate the intense workload and tight deadlines.
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META Ads:
We regularly ran META targeted ads, to attract customer interest.
All Instagram
account performance accumulated.
300k+
Engagements
150k+
Video Views
10k+
Followers
Paberik Badjoe:
(All content is the result of my team's hard work and creativity, including a content writer, a graphic designer, an art director, and a production team.)
Food & Beverages . Ambience . Video
Food & Beverages . Ambience . Video
Food & Beverages . Ambience . Video
Top Performing Videos
OSA Official Store:
(All content is the result of my team's hard work and creativity, including a content writer, a graphic designer, an art director, and a production team.)
Still Images . Video
Still Images . Video
Top Performing Videos
Paberik Badjoe Store:
(All content is the result of my team's hard work and creativity, including a content writer, a graphic designer, an art director, and a production team.)
Still Images . Video
Still Images . Video
Top Performing Videos
The Impact:
Consistent Growth & Increased Foot Traffic
This project yielded several key achievements that demonstrated the effectiveness of our strategy and management:
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Steady Follower Growth:
All three accounts saw a consistent increase of 3,000 to 5,000 new followers on average over one year.
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Increased Engagement:
Social media metrics showed a stable rise in engagement (likes, comments, saves, and shares).
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Increased Customer Visits:
There was a notable increase in physical customer visits, particularly during promotional periods and holidays, directly linking our digital efforts to offline results.