case study

Carmen Mohan

Here’s how we helped rebrand a social media influencer into a professional tax professional online.

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01. The Challenge

Growing up in the hardened neighborhoods of New York, Carmen Mohan eventually found her way out poverty into becoming a successful business owner by her late twenties. During that time, she amassed a large social media following of nearly 60,000 followers. As a new social entrepreneur, Carmen wanted to find a way to pivot her brand as a lighthearted influencer, into a professional financial literacy expert.

Enter Blue Surge Marketing Agency.

02. The Strategy

We realized that rebranding the Carmen Mohan brand would require two components. First, we would have to retrain her old audience to be aware of the shift in content. Secondly, we would need to proactively counter the expected drop in social engagement for rebrands of that magnitude. With Carmen’s permission to be aggressive and accept minor casualties of our marketing plan, we moved forward enthusiastically. As such, we approached her problem with a three-stage method of attack.

Firstly, we needed to help her establish her position as an authority figure in her industry. We came up with different concepts and storyboarded our idea. We directed a series of financial literacy videos that would educate her viewers on a medley of topics. They ranged from how to correctly fill out a W-4 form, the top 10 red flags that trigger IRS audits, to simplifying the tax code for freelancers. We created highly visually thumbnails that: included her branding; focused on her face so that searchers would be more likely to play her videos; and added a text overlay to inform viewers of the topic.

As Carmen already had a significant personal following on social media, we worked to collect their email addresses so that we could send everyone her videos sequentially.

Concurrently, we began laying out an organic social media campaign where we shared mini-clips of her videos, exciting her fans in advance.

After amassing emails from her fan base, we set her up with an email service provider and worked on email campaigns that ensured each contact got them. With prescheduled posts ready to go, we monitored the success of her videos over several months.

03. The Results

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