Long form
Case Study

Estelle Burke

I wanted zillions of people to fall in love with Estelle just like I did way back in 1998 when I found 1,000+ of her photos. So I created a 1930s Social Media Story.

It’s historical fiction you can Binge Scroll or hit Micro Story to follow her life as a Jewish lesbian entertainer in the time of Hitler, Stonewall, and Vaudeville.

#NoPaidSearch
#UpTo19%Engagement
#113%GrowthOvernight
#MajorInfluencerLove

Strategy & successes detailed below.

Estelle came with a built-in hashtag strategy: Jewish Life, LGBTQ, Entertainer, USO, Vaudeville, Dancer, Historical Fiction, Found Photos, B&W, Vintage Fashion.

#VintageFashion was the early frontrunner with #FoundPhotos close behind. @SaveFamilyPhotos loved the story and requested a guest article (I didn’t write that headline btw #blushing).

Followers increase 37%.

Dita Von Teese discovers & follows Estelle. Hundreds of her fans follow suit.

Likes increase 25%.

To pay homage for the great privilege, Estelle mentions seeing a fellow dancer named “Dita” perform. She and her friends were so inspired, they try to recreate her act.

@Lydia1940s follows next.

Estelle’s audience increases 113% overnight & some posts start to see up to 19% engagement.

Fans ask Estelle too many pointed questions that I can’t answer directly in her voice. “Estelle” points them to my Instagram page where I have author & researcher videos as well as other backstory content.

Fans across the world lift a glass to honor her story the day of her ESTELLE bration of life party.

Estelle’s swimsuit calendar is made available.

Now reporting on her life in heaven (making amends, reuniting with her pet dog, & other heaven stuff), fans are thrilled she is not gone-gone.

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Impact

From day after launch (9/10/15) until EOY

2.8%
increased brand home page visits

17.4%
increased bookings

16.3%
increased revenue

Overview

In 1998, I found one thousand photos of a woman's life in an antique store. Never quite figured what to do with them. Then Instagram rolled around — et voila! — a perfect format for Estelle's story!Strategy & successes detailed belo

I wanted zillions of people to fall in love with Estelle just like I did way back in 1998 when I found 1,000+ of her photos. So I created a 1930s Social Media Story.

It’s historical fiction you can Binge Scroll or hit Micro Story to follow her life as a Jewish lesbian entertainer in the time of Hitler, Stonewall, and Vaudeville.

#NoPaidSearch
#UpTo19%Engagement
#113%GrowthOvernight
#MajorInfluencerLove

Responsibilities

• Work with global brand to elevate key brand attributes

• Negotiate an ad-free hero

• Collaborate with agency partners to ensure technical requirements of content and design were supported

• Provide CMS mapping for developers; Project Guide for hotels; Representation of personas, brand attributes, and business goals for agency partners

Impact

From day after launch (9/10/15) until EOY

2.8%
increased brand home page visits

17.4%
increased bookings

16.3%
increased revenue

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