Accenture Song
leading the global social strategy workstream for a sports nutrition brand
Working with Accenture Song as Freelance Strategy Director for a 4+ month project, leading the social strategy of a multi-work stream project, creating global social media and social commerce blueprints and an implementation toolkit.
the project :
➤ Research - I conducted 20 interviews with stakeholders around the business along with reviewing transcripts from other work streams to identify the internal aspirations and challenges.
➤ Gap analysis - working with an insight team I reviewed competitor performance, brand performance across markets and looked for the whitespace in which the brand could play.
➤ Culture Ecosystem - developing a model whereby the brand had places to “stay” and “play” in culture, a framework for all markets to follow.
➤ Social Strategy - detailed strategy including brand persona, tone of voice, content pillars, consumer journey, channel strategy and implementational guidance such as team roles and responsibilities, community management best practice and planning processes.
➤ Social Commerce - integrating with the commerce team on the opportunity for social commerce in each market, profitability analysis and priority platforms.
Melo Meacher-Jones - Head of Social at Accenture Song