Katharina Förster

PROJECT PORTFOLIO

Passion, team work and ambition is the key to successfully managing initiatives and accomplish aspiring goals. Please find a selection of my most important projects and achievements below.

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Digital Marketing Manager – 2019/2020, for Stada

About the project:

Working closely with the team of brand and digital managers at STADA GmbH marketing and different agencies we successfully implemented the relaunch of all major brand websites and constantly improved the performance of the different bands' digital campaigns.

Please find two examples of the optimized websites here:
https://www.ladival.de
https://www.eunova.de

THE FUSION COLLECTION – 2017, for s.Oliver

About the project:

THE FUSION COLLECTION – The first "See Now Buy Now" collection by s.Oliver (winner of the Effie award):

Within the scope of the marketing strategy around THE FUSION COLLECTION, top fashion influencers were provided with exclusive pieces of the collection beforehand to tease the upcoming release.
The collection itself was presented by models, influencers and celebrities (e.g. Karolina Kurkova, Lena Gercke, Shermine Shahrivar, Cosima Auermann, Noah Becker, Jimi-Blue Ochsenknecht, Elena Carrière, Lorena Rae). The fashion show and event took place in the Jahrhunderthalle in Frankfurt and was streamed live online on Facebook Live and YouTube. The audience was able to buy the looks straight from the runway.

Textilwirtschaft about the event

My project role:

Conception and implementation of the digital marketing activities within the campaign / event, particularly media planning, social media and influencer marketing measures in close collaboration with PR, e-commerce and agency (MEC / Wavemaker).

Including the following tasks:

Evaluation of suitable influencers in terms of brand fit, engagement rate, reach, quality of content, target audience etc.
Negotiation of the contracts with the influencers regarding scope of service, costs and detailed briefing
Organisation and implementation of an influencer event at the Roomers hotel in Frankfurt
Development of the pre and post communication strategy on social media
Live coverage during the event and the fashion show, to share interesting insights and behind the scenes content on s.Oliver's social media channels
Selection and curation of the best suitable content for different social media platforms (Facebook, Instagram, YouTube) and digital ad sets (e.g. display ads, bumper ads, TrueView, different Facebook and Instagram ad formats like canvas or carousel ads)
Administration and allocation of the digital media budget
Set up and optimization of the social media ads
Success monitoring during and after the campaign to guarantee continuous optimization and derivation of recommendations for actions

Achievements:

300k spectators of the live stream
+141% online shop traffic in the week after the event
More than 100 Million impressions
Increased advertising recall by 60%

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Instagram:

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AUTHENTIC COLLECTION – 2017, for s.Oliver

About the project:

The campaign was all about bringing back those 90's vibes with statement pieces and bold logo prints.
For teasing the retro collection there were photo and video productions implemented together with influencers from the fashion scene and celebrities (Lena Meyer-Landrut, Janina Uhse, Sofia Tsakiridou aka. Matiamubysofia, Simon Lohmeyer, Marina the Moss, Elena Carrière, Lena Lademann).
The productions were live accompanied on the s.Oliver social media channels and the channels of the influencers to gain attention even before the official release of the collection.
The generated content was used to promote the collection with innovative formats on YouTube, Instagram and Facebook. Furthermore a big digital out of home campaign as well as classic POS and PR measures and print ads were part of the promotion.

My project role:

Conception and implementation of the digital marketing activities within the campaign, particularly media planning, social media and influencer marketing measures in close collaboration with PR, e-commerce and agency (MEC / Wavemaker).

Including the following tasks:

Evaluation of suitable influencers in terms of brand fit, engagement rate, reach, quality of content, target audience etc.
Negotiation of the contracts with the influencers regarding scope of service, costs and detailed briefing
Organisation and implementation of photo and video productions with the selected influencers
Development of the social media communication strategy (creation of teaser, hashtag strategy, different raffles and activities to increase engagement and attention, ad strategy, etc.)
Selection and curation of the best suitable content for different social media platforms (Facebook, Instagram, YouTube) and digital ad sets (e.g. display ads, bumper ads, TrueView, different Facebook and Instagram ad formats like canvas or carousel ads)
Administration and allocation of the digital media budget
Set up and optimization of the social media ads
Success monitoring during and after the campaign to guarantee continuous optimization and derivation of recommendations for actions

Achievements:

A small selection of my previous accomplishments:

+ 2% Fan growth per month on Instagram
+1800% revenue of the Instagram shop
Increased Engagement rate (~ 1,8%)
Increased ROI of the social media activities
Optimization of channels and content
Conception and implementation of innovative new formats on different platforms
Successful development of a global social media strategy manual, framework and guideline
Consulting for the executive board regarding recommendations for their social media activities as business influencers

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