Decathlon
Decathlon is the largest sports retailer in the world with the mission to make sport accessible to the many. Decathlon expanded its market to Hong Kong in 2017 and set up 5 stores in the town to date, offering more than 70 kinds of sport to the citizens.
Problem:
Content creation was spontaneous across all marketing platforms, stock images and content were reused without localization, the overall engagement was low.
Strategy: As the Content Lead and Social Media Manager of the largest team of the brand - Hiking, Trekking and Camping Team, I formulated a systematic content creation process, streamlined internal communications, built content strategy and communication plan from scratch for the whole team to facilitate content creation, create local content to make audience resonate.
What did I do: I developed content strategy, set up communications plan to facilitate project management and content creation across all marketing channels, includoing social media, E-mail, website, mobile app and storefront. Varies types of content were developed to fit different needs, such as product education, sport inspiration and sales conversion.
Result:
All social media performance increased by 70% within 3-month-time. Including post reactions, comments, link clicks and conversion rate.
My roles:
Content strategy, copywriting, paid media planning and buying, performance analysis, project management
