Why one sunglasses brand has several Instagram accounts

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by Jacob Solomon May 31, 2023 News
Why one sunglasses brand has several Instagram accounts

#bikegoodr, #rungoodr, and #golfgoodr are all on the same IG account.

Goodr is a brand that has several different accounts on social media. Lavigne once said, "Why would you have to go and make things so complex?"

Goodr creates sunglasses that are designed for running, biking, golfing, and crossfit in order to foster communities within different sports. Each of the sports has its own account on the social media site.

She said that they saw an opportunity to connect with those communities on a deeper level. There are different looks for each page. It's really to create community with those different sports, because the conversations we're having are very different.

Goodr isn't the only brand that has focused on community-building as part of their marketing strategies.

The community that we were building with runners, and I think we realized there was just a huge opportunity to have these separate conversations with these sports on their own pages

Out the gate

There are different managers for each account. In order to make sure Goodr remains a cohesive brand, they are looped in across the brand's marketing efforts, like events, paid media, and PR.

The brand was focused on runners when it opened. The company launched its "Beast" line of sunglasses that were inspired by crossfit and obstacle course racing. It followed the same pattern for golf and bike. Run had its own page by 2020.

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The main Goodr page has 200,000 followers. Run follows with close to 36,000, followed by bike at 11,000, and golf at 8000. Goodr posts about brand new accounts on its main page and spinoff pages as well as collaborating with other brands and athletes to increase awareness.

Engagement is the most important metric and each account has different benchmarks that determine its goals based on different seasons. Puckett wouldn't say how many engagement numbers were shared.

Content from an in-house creative team as well as user-generated content are used by community managers. The run community manager said in an email that she was focused on highlighting unique faces and leaders in their niches while also continuing to celebrate the 5k runner to increase follower count and engagement.

The bike community manager, Doug Orey, said in an email that he is showcasing the awesome things our fans, athletes, and event partners are doing in the cycling world.

Straight-up marketing posts do well, especially with engaging copy and fun images, but things really take off when our audience gets to see themselves on the page.

Cross-training

Community managers weigh in on Goodr products, suggest athletes to partner with, and suggest events to get involved with.

They help write copy and engage with the brand's ambassadors in separate channels. She said that the ambassadors must apply to join the program and get free sunglasses.

Community managers work with Goodr's paid media team to determine what kind of events and content the brand should be advertising. Goodr runs paid campaigns on various platforms throughout the year, targeting specific to cycling, running, and other activities.

It is a full job description.

They are not only an expert in their space but they are also in a marketing role. She said that they are trying to find a person who can do all of those things and build a community.