Little Passports
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SOCIAL STATS (at a glance)
TOTAL FOLLOWERS
1.1M
FACEBOOK FOLLOWERS
752K
24K to 52.5K
INSTAGRAM FOLLOWERS
0 to 301K
TIKTOK FOLLOWERS
TOTAL IMPRESSIONS
734M
TOTAL ENGAGEMENTS
5.7M
FY 2020
Little Passports was created by two friends, Amy and Stella, with a shared vision: to inspire kids to discover the wonders of this world we share. They launched the first Little Passports subscription in 2009.
I was hired in 2020 as Little Passports' first social media manager and was tasked with building their digital presence, along with managing other areas of improvement. In the discovery phase, I performed a SWOT (strengths, weaknesses, opportunities, threats) analysis, influencer marketing playbook, and created a social media strategy that included social tone and voice, and content + channel strategy that would drive brand awareness and increase follower growth.
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Little Passports' Instagram followers doubled (20K to 40K) in less than six months after I was hired.
I established relationships and hired content creators to shoot social-first lifestyle shots. For our summer campaign, I worked with a content creator / photographer to create GIPHY stickers and shoot social-first lifestyle shots. One of the photos was the hero photo for our Create + Play robot product packaging. For our holiday campaign, I worked with a photographer to shoot social-first lifestyle shots. These photos were used on paid ads, organic social, site, and email.
I established our GIPHY channel with GIPHY stickers that were fun, trendy, and brand-related.
I established our first Influencer marketing efforts by working with @ptowngirls, @carrie_locklyn, and @mshoneysclasshive.
Top Results in FY ‘20
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FY 2021
2021 was a continuation of the efforts I made in 2020. I developed successful social media marketing tactics that influenced a multi-year marketing strategy. I focused on building the Influencer Marketing program, continuing to work with content creators and diversifying online content by migrating from static (photos) to dynamic (videos), incorporating DEI to social content, and integrating blog content with social media to better promote marketing efforts.
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We established the Influencer Marketing program by testing two strategies: In-house and agency.
In-house: I single-handedly executed Influencer research, outreach, management, and was the point person for any and all Influencer efforts.
Agency: I was the main point person for Influencer efforts and worked with an agency for the holiday Influencer campaign:
We gained 5K new followers (+12%) on IG in 3 months.
Launched an end-to-end influencer marketing program on IG/FB reaching >2M users and attracting >4M engagements.
Overall, we worked with Influencers/celebrities like @mothercould, @jacquisaldana, @brunchwithbabs, @bringingupbabe, and Mandy Moore.
I continued to diversify the content in Little Passports’ social channels:
I managed multiple contractors who created the following assets for social and blog:
4:5 and 9:16 static and dynamic assets
Introducing IG reels: (ie unboxing vids, Target shopping, and Tie Dye Popsicles)
Blog headers
Top Results in FY ‘21
Global Holiday Village
To support our new holiday product, Build + Play Winter Village, I worked with our graphic designer Riza Cruz to increase added value by creating accessible free printables for families to build their own global holiday village at home. With Little Passports’ mission of helping children to learn more about the world in mind, I worked with Riza on concept, development, and execution, incorporating global holiday traditions and their origins like Día de las Velitas (Colombia), Poinsettia blooms (Mexico + Central America), and Parols (Philippines). We launched this campaign on social media, email, and website (blog).
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2022 was a year of growth for Little Passports. I built Little Passports’ Tiktok presence from scratch, growing the channel from 0 to 300K followers in 1.5 years. In order to grow the channel, I established a content creator squad whose primary responsibility was to create Instagram reels and Tiktoks.
I also continued to manage the Influencer marketing program, utilizing influencer talent to create original content and provide reach to increase Little Passports’ digital presence on Instagram.
FY 2022
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Top Results in FY ‘22
Started Little Passports’ Tiktok channel late Dec 2021 and the channel grew from 0 to 150K followers between Q1 - Q2 '22 and gained 275K followers by EOY in '22.
All Tiktok content came from the content creator squad that I helped establish in Q1.
I managed 3-4 content creators who created on-brand, trendy content for IG reels and Tiktok. I worked with them end-to-end, from ideation to execution.
Worked with an influencer agency to support Q1 product launch, and I was the point person for those Influencer efforts.
Key campaign metrics:
Organic: 7.4M Impressions, 6K engagements
Paid: 1.1M Impressions, 422K reach, 7.2K clicks, 100+ purchases
Overall, I executed organic social campaigns that drove -60% relative sessions, conversion rate to purchase more than tripled, leading to a 55.6% relative increase YoY in gross revenue.
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