Building community through social media management for Young Patterns

January 1, 2021

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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 clothing industry.

The goal

Their goal is to help young people, companies and schools in this industry better understand each other. Young Patterns reached out to Chase Creative because they want to build a thriving community via social media. This is with the more specific aim of getting more questions and attracting 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, the foundation for a successful social media strategy is laid. On the one hand, sufficient time is set aside to find a social media manager who has the voice of the community. On the other hand, we also did an intake to gain insight into the brand, tone of voice, products and concrete goals. These insights make it possible to define the following things:

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

After defining the framework and putting together the social media management team, we also take care of the following steps:

Follow-up and optimization of the existing social strategy - Content definition and selection
Layout of the social media calendar
Creating 3 weekly posts
Post these stories to Instagram and Facebook
Coaching Young Patterns ambassadors in content creation
Start and moderate a conversation
Respond to community posts
Reporting with results by month
Monthly meeting between Chase Creative and Young Patterns

Our Recommendations

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

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

This made her the perfect match, as she is social media savvy, is interested in fashion and sewing, and is close to the target group in terms of age. This is how Eline can really speak the language of the young people:

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

In terms of content, we put partner companies in the spotlight, post inspiring quotes about the fashion sector, put young ambassadors first 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 in the spotlight.

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

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

The result

We've noticed an increase in engagement and comments and see that Instagram works better than Facebook because of the type of young community. We look forward to more results soon!

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