The Brand.

Alleyoop is a vegan and cruelty-free beauty brand aiming to redefine beauty standards by creating products that do more, so you can too. The brand creates efficient makeup products by merging a few different products into one design, making daily makeup routines simpler and time-saving.

The Roles.

• social media management

• community engagement

• social strategy

• brand giveaways

• performance analytics

• video editing

• paid ad creations + strategy

The Social Strategy.

I worked alongside Alleyoop's social media manager, graphic designer, and TikTok specialist to create and maintain a social media strategy. The social team collectively created weekly social media posts featuring user-generated content, engagement posts, and promotions, then scheduled them using the content calendar. Weekly marketing meetings were then held to evaluate social media performance analytics with the whole marketing team. The team would maintain the same strategy or pivot depending on how the posts performed.

The Brand Voice.

I developed an engaging brand response voice for Alleyoop’s social platforms by creating a spreadsheet with different responses that aligned with Alleyoop’s playful and witty brand. These guidelines were used to engage and respond to users on social media platforms which increased overall engagement by 50%. Please reference the screenshots below for examples.

The Giveaways.

Alleyoop held monthly co-branded giveaways with non-competitive brands. I would reach out to non-competing brands to see if they wanted to collaborate for a giveaway. Giveaway dates, assets, prizes, and giveaway winners, were then discussed. Then the giveaway images were shot, edited, and scheduled for posting on the agreed-upon date. These giveaways increased brand awareness, overall following, and engagement for both Alleyoop and the partnering brand across Instagram and TikTok platforms.

The Video Edits.

Alleyoop’s social team created weekly video content for Alleyoop’s Instagram and TikTok accounts. One content series that performed well, were behind the scene shots taken at the company off-site. The Alleyoop team was entirely remote at the time and behind the scenes series was a great way to introduce the remote-working team. Questions were asked about Alleyoop employee’s favorite products, what they were wearing, etc. This was a fun way for Alleyoop’s audience to see the faces behind the brand. Please reference the video below of one behind-the-scenes video I created.