The TiVo Bolt & Bolt+ launches were a massive undertaking in social media strategy, production, and marketing. With the ultimate goal of driving traffic to the website to purchase the products, our team first had to align the larger company initiatives with product launch strategies across Facebook, Instagram, YouTube, and Twitter.
As Senior Manager of TiVo’s social media team, I was in charge of all social content strategy and production related to the Tivo brand itself, as well as the Bolt & Bolt+ launches. I developed tent-pole campaigns integrating brand, PR, and influencer partnerships, as well as related social content to drive traffic.
I developed a paid campaign strategy to convert prospects across Facebook, Twitter, Instagram, and YouTube, which earned 15% increased engagements with an average CPE of $0.03 over 4 months, compared to the $1.36 industry standard.
Additionally, social to website conversions increased, resulting in 1,398 sales, a 851% YOY.
I also ran and iterated A/B testing on both creative and copy changes to consistently bring CPC down to 50% below goal over a 5 month period.
I most enjoyed collaborating with cross-functional teams involved in this project in order to generate the best approach in reaching individual consumer personas.
