Building community through social media management for Young Patterns

January 1, 2021

min read

Young Patterns is an online hub for young people just starting or wanting to work in the Belgian fashion and clothing industry.

The goal

Their goal is to help young people, businesses and schools in this industry understand each other better. Young Patterns contacted Chase Creative because they want to build a thriving community through social media. This with the more specific goal of getting more inquiries and attracting more registrations for online coaching sessions.

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Our process of community building through social media management

During the first month of our collaboration, the foundation for a successful social media strategy is laid. On the one hand, enough time is allotted to find a social media manager who has the voice of the community. On the other hand, we also did an intake to understand the brand, tone of voice, products and concrete goals. These insights allowed us to define the following:

KPIs for Young Patterns' community building growth strategy
Development of creative concepts with links between all relevant Young Patterns audiences
Development of a social media calendar framework

After defining the framework and when assembling the social media management team, we also take care of the next steps:

Follow-up and optimization of the existing social strategy - Content definition and selection
Formatting the social media calendar
Creation of 3 weekly posts
Posting these stories on Instagram and Facebook
Coaching Young Patterns ambassadors in content creation
Starting and moderating conversation
Responding to messages from the community
Reporting with results by month
Monthly consultation between Chase Creative and Young Patterns

Our recommendations

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

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

This made her the perfect match, as she is handy with social media, is interested in fashion and sewing, and is close to the target audience in terms of age. This allows Eline to really speak the language of young people:

I love that through my job I can learn more about Belgian fashion brands and help other young people who are looking for a job.

Content-wise, we spotlight partner companies, post inspiring quotes about the fashion industry, highlight Young Patterns' ambassadors and provide information about Young Patterns' services. We also created new templates for Young Patterns' social media that focus more on faces and make things more personal.

Social Team Lead Celien Feys:

It was our recommendation to give Young Patterns a more human face by putting coach Katrien and the young ambassadors more in the spotlight.

Due to the Covid-19 crisis, many internships in the fashion industry were put on hold. However, we did continue to inform young people about their opportunities via Instagram and Facebook.

We also helped Young Patterns organize 30-minute online info sessions with coach Katrien through a Callendly system. Those info sessions were also successfully announced on social media through a traffic campaign.

The result

We are noticing an increase in engagement and comments and seeing that Instagram works better than Facebook because of the type of young community. We look forward to seeing more results soon!

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