Social Media Management Case Study — Bored Cow

Bored Cow

Social Media Management Case Study
March, 2022 – February, 2023

A new milk alternative unlike any other on the market, Bored Cow brought me in-house to act as their Senior Social Media Manager, with the goal of generating organic awareness and ultimately drive conversions for the fledgling brand. Within the first three months, I achieved over 26k followers across organic social channels (21.7k TikTok, 4.5k Instagram, +700 Facebook, 40 Twitter).

As Senior Social Media Manager, my role & responsibilities included:

  • Owning all of Bored Cow’s organic social channels (Instagram, TikTok, Facebook, Twitter)
  • Strategically planning, drafting, producing, and posting at least 7 pieces of original content in static and video formats for IG, FB, TW, and 21 pieces of original content for TikTok on a weekly basis
  • Leading internal bi-weekly social brainstorms to share out metrics & learnings to key stakeholders in a digestible way, and collaboratively ideate data-driven content plans for the next content cycle
  • Managing content creation team of freelancers & interns, collaborating to produce 28 pieces of original content weekly to be used across marketing channels

This time period also marked the shift on social from photo-first to video-first content. Thus, I took a platform-specific approach to each channel, focusing on how we can create content optimized for community building & brand awareness, with a heavy emphasis on Instagram & TikTok.

Top Performing Posts

(@tryboredcow) TikTok & Instagram

Top Viewed TikTok

  • Views: 4.8 Million
  • Likes: 39.8k

Taking part in the viral “Running Up That Hill” trend, through educational on-screen text paired with dancers dressed as our brand mascot.

My role: I acted as producer, creative director, and video editor. I ideated the concept and directed the dance team we had on retainer to create a themed video for this trend, then I edited the final cut with on-screen text for posting.

Top Viewed Reel

  • Views: 22.8k
  • Likes: 490

Inspired by startup leaders creating social videos where they show their parents their product in stores for the first time, I decided to create a video documenting my father seeing Bored Cow in store at Showfields in D.C..

My role: I acted as producer, creative director, and video editor. I ideated the concept, directed my friend to record the video, and edited the final cut with on-screen text & trending background audio for posting.

Honorable Mentions

Learn how to make a cappuccino with me
82.4k views
Acted as creative ideator, talent, producer, and editor
What does vegan-friendly mean?
134.2k views
Acted as creative ideator & collaborator with freelancer content creators
Asking my family to try Bored Cow
480.6k views
Acted as creative ideator, talent, producer, and editor

In just the first 90 days of working together, Bored Cow saw:

  • TikTok Followers: 21.7k
  • Instagram Followers: 4.5k
  • Facebook Followers: 800
  • Twitter Followers: 40