Tell me about a specific social media campaign you ran that significantly grew engagement or sales. Walk me through your process from planning to execution to measurement.
Why This Is Asked
Unilever interviewers want to see your end-to-end campaign management skills and evidence you can deliver measurable business impact, a core theme in the research brief.
General Approach
Follow STAR strictly: describe the stagnant situation, state a clear numerical goal, list deliberate actions (analysis, partnerships, budget moves), and quote the final metrics. Avoid vague terms like 'it did well'.
Sample STAR Answer▾
Situation
As a social media associate for a local beauty brand, I managed their Facebook and Instagram pages which had stagnant engagement rates below 1% for three consecutive months.
Task
My goal was to increase overall engagement rate to at least 3% within two months and drive a 15% lift in online sales for our new serum line.
Action
I started by analyzing our past top-performing posts and noticed user-generated content got 2x more comments. I launched a #GlowFromWithin challenge where customers posted their skincare routines and tagged us. I also partnered with two micro-influencers to create tutorial videos featuring the serum and ran Facebook carousel ads retargeting challenge participants. I monitored weekly metrics and shifted budget to the best-performing ad sets.
Result
The campaign boosted engagement to 4.2% in six weeks, and the serum sold out online within the campaign period delivering a 22% sales lift over target.
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