Building community through social media management for Young Patterns

January 1, 2021

min read

Young Patterns is an online hub for young people who are just starting out or want to work in the Belgian fashion and apparel industry.

The goal

Their goal is to help young people, companies, and schools in this industry better understand one another. Young Patterns reached out to Chase Creative because they want to build a thriving community through social media. Their specific goal is to generate more inquiries and attract more registrations for online coaching sessions.

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Our community-building process through social media management

During the first month of our collaboration, we lay the groundwork for a successful social media strategy. On the one hand, we set aside sufficient time to find a social media manager who truly embodies the voice of the community. On the other hand, we also conducted an intake session to gain insight into the brand, tone of voice, products, and specific goals. These insights enable us to define the following:

KPIs for Young Patterns' community-building growth strategy
Development of creative concepts that connect all relevant Young Patterns target groups
Development of a social media calendar framework

After defining the framework and assembling the social media management team, we also handle the following steps:

Follow-up and optimization of the existing social media strategy - Content definition and selection
Layout of the social media calendar
Posting three times a week
Post these stories on Instagram and Facebook
Coaching Young Patterns ambassadors in content creation
Start and moderate a conversation
Reply to community posts
Reporting with results by month
Monthly meeting between Chase Creative and Young Patterns

Our Recommendations

We have selected Eline Rymenans as social media manager for Young Patterns after she completed her journalism internship (http://chase.be/interns/) with us and volunteered for our Chase Music community for a while.

I've always been very interested in the fashion industry. Last December, I received a sewing machine as a gift, which brought me even closer to the creative process.

This made her the perfect fit, as she is social media savvy, has an interest in fashion and sewing, and is close in age to the target audience. This is how Eline can truly connect with young people:

I love that my job allows me to learn more about Belgian fashion brands and that I can help other young people looking for jobs.

In terms of content, we highlight our partner companies, share inspiring quotes about the fashion industry, give young ambassadors a prominent role, and provide information about Young Patterns' services. We also created new social media templates for Young Patterns that focus more on people and make the content more personal.

Social Team Lead Celien Feys:

We recommended giving Young Patterns a more human touch by putting Coach Katrien and the young ambassadors in the spotlight.

The COVID-19 crisis has put many internships in the fashion industry on hold. However, we continued to keep young people informed about their options via Instagram and Facebook.

We also helped Young Patterns organize 30-minute online information sessions with coach Katrien using the Callendly system. These information sessions were also successfully promoted on social media through a traffic campaign.

The result

We've noticed an increase in engagement and comments, and we've found that Instagram works better than Facebook because of its younger user base. We look forward to seeing more results soon!

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