Foxtrot Market marries the best of neighborhood retail and e-commerce to create a community of discovery. With locations in Chicago, DC & Dallas Foxtrot highlights each city’s best goods – from local beers and fine wines to chef-prepared meals and everyday essentials.
As the Social Media Manager, I ran the social team and managed Content Producers and relationships with freelance content creators. In this role, I led content development, strategy, analytics & reporting, oversaw community management, as well as planned social support for Foxtrot’s private label launches and new store openings. Through owning the organic strategy, I helped Foxtrot drive over 1.2M engagements, a 115% increase, grow its social following by 91% in just over a year, and emerge on new platforms like TikTok.
FOXTROT X WILCO
In celebration of Wilco’s 20th anniversary of the album Yankee Hotel Foxtrot, Foxtrot Market partnered with the brand for an exclusive pop-up experience at the Old Town store. The limited time only pop-up was teased on Foxtrot’s Instagram page followed by a week of exclusive content, including video and photos with Jeff Tweedy himself. The campaign drove over 366K impressions, over 17K engagements and 2K link clicks to buy Foxtrot x Wilco merch online. The carousel on Instagram to launch the initiative was Foxtrot’s most successful post ever on the channel, driving nearly 7K engagements. Additionally, a studio tour Reel filmed with Tweedy was Foxtrot’s most successful Reel ever with over 80K views.
In addition to Foxtrot’s content strategy for the campaign, I coordinated with the band to streamline Instagram posting including using Instagram’s collaboration feature to help reach a wider audience.
FOXTROT PRIVATE LABEL
Foxtrot launched its own private label brands from wine, to gummies, to ice cream, to spirits like a bourbon collaboration with Violet Hour and espresso martini with Metric Coffee. The social team was crucial in helping drive awareness for over 13 private label launches through strategic campaigns. Content helped tell the story of Foxtrot’s new brand and ultimately drove over 670K impressions and 30K engagements.
Launches included:
Wine & Spirits: Mouthy, Sun Lips, Kid Sister, Violet Dive, Grass Stains, Play Nice Vodka, Foxtrot x The Violet Hour Bourbon, Play Nice x Metric Espresso Martini, Play Nice x Half Past Sparkling Cocktail
Food: ice cream, cookies & brownies, granola, chocolate mixes, chips