ARBONNE

Like most Multi-Level Marketing companies, Arbonne came with a specific request: look at our social media holistically and create a customized strategy that reaches both current consultants and acquire new customers. 

After digging through mounds of analytics, a pattern started to emerge. And it went against what the client believed to be true.

Arbonne's consultants can earn a white Mercedes Benz. Common assumption was then to create an aspirational lifestyle brand, focusing on what someone could become vs. letting the catalog products be the hero.

But through a data-driven audit, there appeared to be a higher-than-average ratio of shares per post. Digging further, it showed the demographic was 10-years older than the assumption and majority of the shares involved its consultants. 

Further into the data, a fact-oriented, catalog-like-copy post got shared 34.7% more than aspirational posts. 

The analysis of around 1,000 posts through 3 years showed a strong correlation, one that a brand could hang its hat on. 

The proposed strategy involved more geared to its consultants, providing them almost a content calendar of sorts to post on its own pages to further a consultant's brand. 

Though unconventional, and definitely not as sexy, the client had its hesitations. But, the results spoke for themselves.

Instead of focusing on "best practices," implementing an analytics-driven strategy with powerful imagery has led to maximizing the brand's visibility.

Arbonne continues to reach more people organically with Facebook's algorithm improving on a month-to-month basis. The results showed as soon as 30 days, reaching 7.35% more followers while decreasing negative feedback by 35.96%.