thredUP Social
Role: Lead Designer
Copy: Kaila Taylor
Art Direction: Alosha Shkolnik
Objective: Boost thredUP’s organic growth channels through creating enough content for five instagram feed posts a week. Our main goal was to promote thredUP’s core values of fashion circularity and establish brand voice as a sustainable fashion leader in the fashion industry.
As the Lead Designer for thredUP's social media channels, I played a pivotal role in shaping and enhancing the company's brand presence. I collaborated closely with the organic growth team to strategically elevate brand visibility, drive user engagement, and reinforce partnerships with influencers, all while aligning with thredUP's core mission of sustainability and fashion circularity. Our social platforms (mainly Instagram) served as a key channel for supporting 360 marketing initiatives, launching impactful seasonal campaigns, and promoting educational content focusing on clothing sustainability. During my time, I led social media campaigns that were thoughtfully designed to resonate with Gen Z and younger audiences, positioning fashion circularity and online thrifting as not only trends but vital components of a larger cultural movement.
By consistently creating content thoughout my time at thredUP, our instagram social following grew by around 180k followers.
By consistently creating content thoughout my time at thredUP, our instagram social following grew by around 180k followers.
Seasonal campaigns & Sale Campaigns
We utilized Instagram stories as a way to engage and inform our audiences about marketing sale campaigns, product features, and to drive interest in seasonal initiatives.
Brand Partnerships
Influencer Partnerships
We utilized Instagram stories as a way to engage and inform our audiences about marketing sale campaigns, product features, and to drive interest in seasonal initiatives.
Partnering with brand ambassadors helped our grow our brand reach and relatability to younger audiences (specifically Gen Z).
Product features
As a small nimble team in the time of social distancing, I often stepped into a role of doing product photography for new product launches (such as our rebranded polymailers) and our other photo needs for our social channels.
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Organic Growth
A key strategy for organic growth on our social channels was to post consistently at five IG posts a week. As the lead designer I worked closely with the organic growth team to hone our strengthen our brand voice in the sustanability and fashion space.
The largest KPI that the social team always measured by saves, comments, clicks and shares.
Successful posts had reaches of 86k followers with 5 percent level of engagment.
180k increase of Instagram followers within 2 years