My work for BaxterStorey Wales

At the start of 2024 I was given free rein of the BaxterStorey Cymru Instagram account, challenging myself to turn it into something that was organised, aesthetic, fun, and reflective of the brand. In just a short time I feel I have achieved this whilst gradually working on the engagement of the account in terms of likes, comments, shares, and followers. 

My first aim was to make the feed look more like BaxterStoreys main account. I did this by mimicking fonts, colours, and general themes: 

The next strategy I took related to reaching a wider audience, in order to do this, I made sure to tag brands in content I posted such as Welsh Brew for “Brew Monday”, Shirgar Welsh butter for a bread related post, and Alpro for Veganuary.  

By tagging brands I not only made the account accessible to a new audience but also enabled the possibility of shares/ mentions. Having brands share content meant direct links to the BaxterStorey Cymru Instagram page were being made, meaning further engagement in terms of likes and follows. The page received shares from Waste Knot (sustainable food waste suppliers), and Fab Four coffee producers founded by Welsh Rugby legends.

Next, I worked on content creation as prior to my management, the profile was flooded in slideshows of images with irrelevant graphics and music. Instead, I created videos using viral templates, and trending music to ensure posts had more possibility of reaching a wider number of viewers.

Through this content, I’ve mastered the concept of owned and earned media. However, because the companies main responsibility doesn't lay with marketing, the expert level of content compared to competitors isn't met. Hence, my motivation to work for a brand that does value the importance of marketing, especially via social media.

Next, I’d like to showcase my university learnings in the form of paid media, allowing me to grow my personal portfolio and work on a wider marketing basis.