ButtnSki
Social Media Marketing Campaign
About the Project
This social media marketing campaign was created for ButtnSki, a bold and fashion-forward winterwear brand committed to quality, individuality, and inclusivity in the outdoors. The campaign aimed to increase brand awareness, engagement, and sales by targeting key customer personas—including adventurous young women, resort trendsetters, and active mothers—with tailored messaging and content strategies across Instagram, TikTok, and Facebook.
From persona development and market research to scheduling, engagement planning, and content creation, the guide provides a full-funnel strategy designed to position ButtnSki as a standout player in the premium winterwear space. This project reflects both my creative direction and strategic thinking as a designer and aspiring brand strategist in the outdoor industry.
*At the time of this posting, results for this campaign have not yet been reported. Page will be updated as results arrive.
The Process
Client Name: ButtnSki
Industry: outdoor apparel
Campaign Goals: increase brand awareness, engagement, and online sales
Timeframe: 1 year
project overview
We built a social media marketing campaign from the ground up:
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established brand values, created customer personas, identified target customer segments, established the key marketing messages per persona, identified smart goals and KPIs, decided what social media channels were most appropriate, did competetive research, established an engagement plan, identified potential promotions to incorporate, and created a content calendar and potential posts for timely and efficient posting.
role
We shot the product in a real-home setting to create a relatable, authentic feel, allowing customers to easily imagine themselves with the book in their own space.
hootsuite
meta business suite
tiktok ads manager
tools
We shot the product in a real-home setting to create a relatable, authentic feel, allowing customers to easily imagine themselves with the book in their own space.
audience: women aged 22-53 who are active, adventurous, and fashion-conscious. This group has some level of disposable income and values both performance and style in their winter sports apparel. We want to appeal to the YOUNG AND FREE, the RESORT LOUNGE LADIES, and the MOUNTAIN MAMAS.
platforms used & why:
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Instagram
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This platform is visually driven, appealing to the audience's desire for self-expression and trendiness. They enjoy sharing photos and stories about their adventures and stylish outfits and instagram allows for this outlet. Instagram also offers visual luxury, while connecting users with brands that resonate with their values.
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TikTok
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TikTok’s short, engaging video format allows them to showcase their lifestyles, try on fashion, and participate in trends, catering to their sense of fun and creativity.
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Facebook
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While younger demographics may be moving away from Facebook, many women in this group still use it for community connections, sharing experiences, and staying updated on events or brand promotions. This platform is popular among moms for connecting with friends and family, joining parenting groups, and sharing experiences, making it a key channel for this demographic.
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target audience & strategy
We shot the product in a real-home setting to create a relatable, authentic feel, allowing customers to easily imagine themselves with the book in their own space.
KPIs: Brand awareness, brand engagement, conversion rate, sales revenue
results: Still awaiting results
engagement & performance metrics
We shot the product in a real-home setting to create a relatable, authentic feel, allowing customers to easily imagine themselves with the book in their own space.
still awaiting results
challenges & solutions
We shot the product in a real-home setting to create a relatable, authentic feel, allowing customers to easily imagine themselves with the book in their own space.
still awaiting results