MiGOALS
Empowering stationery to help you turn your goals into reality.
Role: Digital Marketing Lead
What I did:
Copywriting - Online product descriptions, product packaging and design, pitch decks, Facebook Ad copy, email marketing campaigns, social media posts
Writing educational blog articles
Social Media Management (Facebook, Instagram, LinkedIn, Pinterest)
Influencer Marketing
Brand and Partnership collaborations for giveaways and special events
MiGOALS is Australia's leading empowering stationery brand. Their core mission is to help customers unlock the potential within themselves to dream, plan and take action on the life they want. Internationally known and stocked, MiGOALS call their global community ‘Goal Diggers’, helping them Get Shit Done.
The Project:
Since its launch 10 years ago, MiGOALS has been the go-to brand for empowering stationery that helps users achieve their dream. The range includes diaries, planners, desk pads, accessories, and more.
In 2020, MiGOALS had undergone an internal restructure of their staff. As their Digital Marketing Lead, it was my responsibility to increase brand awareness through social media management, brand collaborations, influencer marketing, and public relations. I also wrote any copy that was needed - whether it be social media captions, blog articles, product descriptions, and more.
Social Media Management:
One of my biggest priorities was to continue growing their social media account. Prior to my commencement, their Instagram following sat solidly at approximately 50k as regular content had temporarily ceased.
Using Sked Social and working with the Graphic Designer, I refreshed the account with new content that was educational, inspirational, and informative. The content ranged from lifestyle images, weekly quotes to infographics and daily productivity tips. These were also cross-posted to Facebook, LinkedIn, and Pinterest.
By regularly creating content that resonated with their target audiences, their social media following steadily grew. This was further optimized through exclusive giveaways, brand collaborations, and influencer marketing.
Results:
Increased following from 50k to approximately 60k (give or take).
Grew organic engagement to 0.7% on average (previously 0.4%).
Increased average reach from 212.5k to 414.k on average.
Curated feed conveyed to followers that MiGOALS is the go-to product for goal setting and stationery.
New posts educated customers about goal setting and productivity - offering tips, interactive stories, videos, and more.
New link in bio increased traffic to the website.
Influencer Marketing & User Generated Content (UGC):
As an e-commerce brand, influencer marketing was a big priority at MiGOALS. Targeting Instagram, I managed this entire project end-to-end. Working with active customers, celebrities, fitness gurus, stationery enthusiasts, business coaches, and more, the UGC content helped the brand tap into new audiences and build brand awareness. The influencer collaborations were a mix of contra (free) and paid content, while the content included stories, posts, reels, IGTV video content, and more. This initiative was especially successful for their 2021 dairy and planner launch.
While influencer tools like TRIBE and The Right Fit were utilised, most of the influencer marketing was done internally. Some of my duties included approaching, pitching, organizing gifting, and collecting UGC content that was multi-distributed across the MiGOALS' accounts and paid marketing ads.
Results: Tapped into new audiences to increase social media following and establish a stronger digital presence.
Brand & Partnership Collaborations:
To maximize reach and optimize engagement on social media, I collaborated with other Australian brands for exclusive giveaways and partnerships. I managed these partnerships end-to-end, coordinating everything from pitches, project timelines to entry mechanics and selecting winners. The giveaways would often revolve around a special day or event. Brand collaborations included Rollie Nation, Fitcover, RAWW Cosmetics, Tropeaka, Baxter Blue, and more. Tools like Gleam were used to collect entries.
Results: Tapped into new audiences to increase social media following and establish a stronger digital presence.
Blog Articles:
The team at MiGOALS wanted to educate their customers about the many benefits of goal setting and being consistent with daily habits. While social media provided short-form content, I wrote long-form blog articles to provide further insight into their products and the brand. The article topics included tips around productivity, why pen and paper are still king to productivity hacks for students, and more. Each article was SEO optimised to ensure the MiGOALS website ranked for relevant keywords on Google Search.
Click on the images below to read some examples.
Results:
Refreshed the blog with new content to increase traffic to the website and increased sessions spent on website (via Google Analytics)
New content was SEO keyword optimised to increase Page Authority and Domain Authority for Google Search Results
Copywriting content:
As the Digital Marketing Lead and in-house wordsmith, I wrote a diverse range of content from landing page copy, product packaging, online descriptions, pitch decks, corporate sales deck, media releases, creative briefs, and more. By being the brand’s go-to writer, I ensured all content matched the MiGOALS tone of voice, aesthetic, and mission.
Click on the examples below to expand. If you would like to see more examples, please contact me directly.
Results: New copy ensured all written content was on brand and consistent with MiGOALS tone of voice.
Results & Outcome:
Social Media Management: Increased following from 50k to approximately 60k (give or take). Grew organic engagement to 0.7% on average (previously 0.4%).
Refreshed the blog with new content to increase traffic to the website and increased sessions spent on website (via Google Analytics).
All communication touchpoints had a steady flow of informative content for the MiGOALS audience.
In 2020, MiGOALS celebrated 10 years in the business.