Organic Social, Illustration, trend research
Sam’s Club
Sam’s Club
Organic Social, Illustration, trend research
In early 2019, Sam’s Club consumer research revealed that their brand was one that customers were just neutral about. They didn’t hate them, but they weren’t posting their shopping hauls on Instagram or raving about house brands to their friends. Sam’s Club was kind of an afterthought for most shoppers.
My team partnered with Sam’s Club to overhaul their organic social channels and show customers all they had to offer. By early 2020, we shifted customer sentiment from one of indifference to authentic admiration.
I helped accomplish this by completing trend research across multiple platforms on a weekly basis, creating custom brand illustrations and graphics, and developing a content cadence that kept our tone consistent across channels.
However, the beginning of the Pandemic in March 2020 brought all our hard work to a screeching halt. Sam’s Club stores were closed, and we lost access to our office and photo studios. We lost all the momentum we had gained, and customers were not happy. So, we shifted gears from brand inspiration to education and support.
Our content became about educating customers on how to shop in stores with the restrictions, celebrating club employees who were showing up every day to fulfill pick-up orders, and healthcare workers who were facing a hard year ahead. By May, we knew that we weren’t going back to normal anytime soon, and began to find ways to shoot content in our own homes, and began creating content focused on how to have fun at home and sharing UGC from our shoppers to showcase how we were all making the most of the situation.
It worked, and the content we created resonated with shoppers, and customer sentiment started to shift back, and our momentum started building once again.
