When ANP approached Bud to bridge the gap between in-house social media managers, Bud provided a social media playbook, content calendar and propagation plan to lay a strong foundation for both in-house and agency team members. The social media playbook acts as an overarching document that outlines the mission, values, brand persona, tone of voice, keywords, phrases to use and avoid, mood board, target audiences and, most importantly, content streams. The content calendar provided a 30,000-foot view of the social media campaign with internal and external milestones, hashtag holidays and more. The propagation plan lined out the exact platform-specific content and desired outcomes. 

The platform-specific approach led to a 106.7% account growth on Instagram.

Engagement rate increased 12.2% to 6% (Most social media marketing experts agree that a good engagement rate is between 1% to 5%).