Westwing
Brand, Social Media & Influencer Marketing
- Brand
- Track
- Strategy
- Role
- Content Marketing Specialist → Social Media & Influencer Marketing Coordinator
- When
- Jul 2015 – Dec 2019
- Where
- São Paulo & Munich
- Business
- Home & living e-commerce
Westwing was growing fast in Brazil, and social media had to do more than grow numbers.
It had to build a recognisable point of view for a home & living e-commerce, turn followers into a real relationship with the brand, and show up in sales, not only in likes.
I started in 2015 in content marketing, running link building and organic influencer campaigns with events, press kits and seeding between São Paulo and Munich. In 2017 I took over social media and influencer marketing: I built the social strategy, created the Westwing Creator School to turn customers into brand advocates, ran influencer campaigns tied to sales moments like Black Friday, spotted products with viral potential (like the Sofá Mimo, which took off on Pinterest) and led partnerships such as Westwing + Suvinil.
What I did
- Social media strategy and brand voice
- Content strategy and creative campaigns
- A monthly guest programme and filmed home makeovers
- Brand partnerships, like Westwing + Suvinil
- Social analytics and reporting
- ROI tracking for every influencer campaign
- Reading platform data to find viral products, like the Sofá Mimo on Pinterest
- Influencer strategy and negotiation
- Westwing Creator School: customers as brand advocates
- Campaigns built around sales moments, like Black Friday
- Community growth
- Leading the social media and influencer team
Some of what we made.
