Overview
Summer Lyons founded Sum Bum Fit to support women on their fitness journey, whilst sharing an insight into her life in Manhattan, New York City.
After building up a following over the past 8 years, Summer required support in commercialising her channels and building a personal brand as an influencer.
With a clear direction in which brands she would like to partner with, we worked on adapting her strategy to make her the ideal influencer these brands could align with.
The journey
The brief
What I did
To provide clear brand guidelines that refines content style, creative, market placement, competitor analysis and other commercial elements.
To make Summer more brand-lead in her content and better suited for collaborations and sponsorships.
To create a social media strategy that marries her self brand with commercial goals and utilises her content to achieve those goals.
To make the brand guidelines I utilised data insights to see what content was performing well. I listened to her vision of which brands she would like to partner with and we set goals to get her content in line with those brand values, making her a good match as an influencer for them.
I then researched other influencers and benchmarked Summer's content and account stats against them so we could track progress and alter the strategy accordingly.
Finally I created her first content calendar and we mapped out the content for the coming month based off the new content pillars we established during the branding stage.
Results
We ended our strategy session with a coherent brand guideline document, content calendar with full written copy, media planner, shot list, and resources to support Summer for the coming months as she shoots the videos.
"Hallie has been a wonderful asset to my social media strategy. She helped me thoughtfully plan the theme of my social media and content creation and helped me save time and money to put my energy towards other tasks."
Summer Lyons, Sum Bum Fit
