Sample Content Idea Proposal Summary

Chloe Tomasetta
Content Idea Proposal
Campaign: Meet the Retailer
Central Idea: To highlight EarthHero Marketplace retailers one time per week. This will show
the diversity of the brand, demonstrate how all EarthHero retailers sell sustainable and ethical
products, establish new relationships with the community and create more brand awareness.
Each week, EarthHero will promote 1 marketplace retailer on their social media pages For the
purpose of this content idea proposal, I will highlight the retailer Zefiro and Beco Pets to
demonstrate what this will look like for future Meet the Retailer posts.
Basic metrics:
I will use engagement and sentiment to see how many people interact with this campaign (likes,
mentions, messages, reactions) and how people feel about the content being posted.
Advanced metrics:
After the campaign releases, I will analyze the behavior and opinions of audience members to
see if this is something EarthHero should continue doing and if they should do it more or less
frequently. Next, I will see if there has been any audience growth and analyze the time spent
with the content as well as customer and community retention.
Channel Metrics:
Twitter: Retweets, mentions, link visits, replies, tags, Twitter analytics and branded hashtags.
Instagram: Story mentions, likes, comments, shares, reposts and direct message.
Facebook: Likes, reactions, comments, shares and Facebook insights.
Behavior Metrics:
I will determine if the content posted resulted in action by analyzing the sales numbers, number
of visits to the links in posts, the conversion rate, the amplification rate and the influencer
impact. I will also analyze comments and shares to see how actively people respond to the
campaign and how they feel about this sort of content and what type of audience segment is most
engaged with this campaign.
Retailer 1: Zefiro
Caption: When Carley Pulford noticed all the wasteful
plastics in our everyday lives, she tried to shop more
sustainably but had trouble finding sustainable,
inexpensive products. From here, Carley created Zefiro- a
company that offers affordable and sustainable zero-waste
swaps to replace single-use, plastic-heavy items.
Click below to learn more about why we love
Chloe Tomasetta
Content Idea Proposal
Twitter: Poll
Carley Pulford started Zefiro when she
struggled to find sustainable, affordable
products. Can you relate to Carleys
experience? Visit, to shop
Zefiro on EarthHero.
a. Yes b. No c. Sometimes
Instagram: Post with two photos (carousel post)
Zefiro is a company that offers affordable and sustainable
zero-waste swaps to replace single-use, plastic-heavy
items. When asked what motivated her to start Zefiro,
Carley Pulford replied: A number of years back, my
friend made me conscious of ALL the unnecessary
plastics in our life. Then, my sister-in-law educated me on
ALL the harmful chemicals in our everyday products.
Little by little, I noticed it became harder and harder to
shop. Almost everything has unnecessary plastic
packaging and ingredients that I didnt want for our
Can you relate to Carleys experience? Visit to shop Zefiro on
EarthHero and make the swap from wasteful and harmful
to sustainable and healthy.

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