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August and September signify the end of summer as well as back to school/college season. The
transition into the school season puts an emphasis on the end of summer therefore there will be a lot of
last minute summer bashes before the school season starts. Not only that, but September is National
Shake month which will undoubtedly be a big month for social.
Our major content themes and awareness days for August and September are as follows:
Food
*italicized words indicate seasonally inspired trends
Pizza Hamburger
Chicken Taco
Cake Potato
Salad Ice Cream
Cheese Apple
Chocolate Pumpkin
Tea Watermelon
Egg Chinese food
Cookies Bread
Fruit
3. Food trends
To identify major food trends and top ingredients, I reviewed major trends identified by trusted publications and
sources (Consumer Reports); identified trending ingredients and recipes across social media platforms with large
food communities (Pinterest, IG, FB) and top recipes and ingredients identified via Google Trends.
Watermelon Water
Watermelon Berry Salad with Mint and Lime
Fruit Salad
Fruit Dip
Fruit Popsicles
S’mores
Mashed potatoes, potato soup, baked potatoes
Summer Salad/Chopped Salads
Taco Salad
Apple oatmeal/apple chips/apple cider
Pumpkin cookies/pumpkin bread/pumpkin pie
4. Hashtags
The below list represents the most commonly used hashtags across social media currently, where posts relating
to health, food and fitness are shared. The volume comes from all channels over the last 6 months. Data
gathered through Sysomos.
5. Sysomos Listening
Data from past year (7/01/16 – 7/01/17) from blogs, forums, Twitter and news
Nutrition:
Healthy AND meals (1,165,194 mentions)
Healthy AND snacks (911,471 mentions
Meal AND prep (849,217 mentions)
Pumpkin AND food (599,834 mentions)
School AND lunch (44,111 mentions
Fitness:
Stress AND reduction (217,420 mentions)
Weight AND loss (9,543,505 mentions)
Cardio (6,139,943 mentions)
Abs AND exercise (475,371 mentions)
Indoor AND fitness (169,203 mentions)
6. Use gathered research/data for content planning (video, recipes, posts, graphics, animations, etc.)
Nutrition/ Health
o Best healthy back to school lunches
o Health tips for students
o Back to School party
o Best healthy after school snacks
o Tips for when you’re going on a picnic
o How to make Healthy choices at school.
Fitness
o Fun Family Exercises
o 100 miles Challenge
7. References
Pinterest: https://www.pinterest.com/
8. Past Engagement
The following is an assortment of the most engaging posts from August-September 2016 as well as
observations from that period in years prior. It is pulled directly from Instagram which allows the
quickest and simplest access to old posts.
The following types of posts (in Oct. Nov. and Dec.) consistently receive a high amount of likes as well as
high positive engagement :
- Shake recipes
o especially in September for National Shake Month.
- #Motivation Monday posts and other inspirational posts
- Higher quality photos
- Generally “cool” or “exciting” posts
- Photos that showcased the Herbalife shaker bottles did well.
9. Objectives
Elevate Herbalife Nutrition as the premier nutrition company through sustained growth in reach,
engagement, views and shares of our content on social media
Convert new fans through increased brand awareness
Guide existing fans to active customers and brand advocates through compelling content
Ultimately inspire interest in Herbalife Nutrition and our philosophy, converting fans to
customers