In 2019, Ferguson brought social media content development in-house.

Prior to that point, the company had outsourced strategy and creative to a nearby agency at considerable cost.

Bringing social media in-house proved to be successful, allowing the company to reduce cost and take full advantage of internal talents while infusing new levels of creativity to connect with our audience on a more authentic level.

I was responsible for drafting post and image copy for organic posts according to monthly content calendars, as well as paid advertisements for marketing campaigns.

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The results.

 

Within a few months, our trade channel was seeing record engagement.

Within six, we had gained an additional 20,000 fans — boosting the page’s likes to more than 100,000.

Thanks to this success, additional business groups — including Ferguson Waterworks and Ferguson HVAC — began to request social media content from the in-house creative team. The HVAC Facebook page, for example, started from scratch and gained more than 6,000 followers in its first month of posting.