Social Media Case Studies – A. Bryant
Client: Pantene-North America
Channels: Facebook /Twitter/YouTube/Website
Success Metrics: click-throughs, pass along value, impressions
Situation: The Pantene brand revamped the entire collection and wanted to create buzz leading
up to the launch of the new hair solutions.
Action: I worked with multiple agencies and the marketing team to identify a roadmap for
implementation to report against campaign performance and deliver iterative optimization.
Created a social engagement strategy to proactively and reactively engage consumers across all
platforms to help understand changes.
Result: I delivered a customized consumer experience using campaign targeting and optimized
channel spend by identifying poor performing channels, which delivered 500MM impressions in
a 3-month span and a 150% increase in our fan base across Facebook & Twitter.
Client: Pantene- Australia/New Zealand
Channels: Facebook/Twitter
Success Metrics: instances, brand mentions, brand sentiment
Situation: The Australia/New Zealand brand team reached out to me to perform a social media
pilot to assess their consumer mentions as well as competitor mentions and to figure out the
best content to engage their consumers.
Action: I devised a plan to track breaking news items on competitor channels and to highlight
high interest articles across Pantene (ANZ) brand. This included identifying the key metrics,
implementation and delivery of stakeholder and producer dashboards. Used Radian6 and
Sysomos to analyze mentions, and created relevant content based on consumer research.
Result: Increased Pantene (ANZ) ability to react to breaking news and high engagement articles
has allowed them to increase their market share of tweet brand mentions by 23% over a 6month period. Produced 100M impressions, which encouraged the brand to develop a
Community Manager role for the Australia/New Zealand region.
Client: Aunt Jemima Frozen Breakfast
Channels: Social Media Platforms, and Live Events
Success Metrics: engagement, ROI , CTR
Situation: Aunt Jemima Frozen Breakfast had a unique story to tell - they want to let America
know that their frozen pancakes, waffles and French toast are made just like homemade in their
big kitchen in Jackson, Tennessee.
Action: Created and implemented a social engagement strategy which included Facebook,
YouTube, and Twitter to drive video views of a 3 part series that demonstrated the just like
homemade process, and to grow their online communities. Lead the rich media ad buys to drive
traffic to the social media platforms and drive awareness of the ‘Just Like Homemade’ campaign.
Result: The execution of this campaign resulted in 42% uplift in sales and within 1 month a
growth of 60K fans on Facebook.
Client: My Black is Beautiful (Scale program across 5 brand with P&G: Tampax, CoverGirl, Olay,
Pantene, and Secret)
Channels: Social Media Platforms, and Live Events
Success Metrics: impressions, ROI , enrollment
Situation: My Black is Beautiful celebrates the diverse collective beauty of African-American
women and nurtures black self-esteem. Through live events, a syndicated TV show, and social
media they wanted to create an interactive community.
Action: I formalized a framework for their direct marketing team to deliver targeted and direct
mail brochures to each of their member groups emphasizing opportunities to attend live events.
Created and implemented a social engagement strategy which included Facebook, and Twitter
to drive traffic to events, and their online communities. I traveled to the Live Events in DC,
Atlanta, and Los Angeles as the Social Media correspondent-creating buzz online. I also created
a better relationship between the Pantene brand and the MBIB cause which in turn developed a
spot on the brand marketing plan to implement initiatives built around the MBIB cause.
Result: The execution of this campaign resulted in 30% uplift in registration engagement and
within 2 months a growth of 12M fans on Facebook.