SOL DE JANEIRO
Social Media Content Strategy & Calendar
When I set out to create a mock campaign to showcase my brand strategy skills, I compared three beauty brands and kept circling back to Sol de Janeiro. Here’s why: their viral Bum Bum Cream buzz hasn’t fully tapped into male and non-binary audiences, and their influencer mix leans too heavily on predictable macro-creators. As someone passionate about FMCG brand lifecycle management, I saw a chance to prove how data-driven creativity can unlock growth. This proposal demonstrates my process. From social listening that revealed unmet demand for gender-neutral body care, to building a scalable framework that balances authentic UGC with measurable ROI. Every recommendation ties back to skills I possess: turning audience insights into actionable strategies that drive both engagement and revenue.
Future-Proofing Sol de Janeiro: A Data-Driven Social Strategy
This social media content strategy and calendar is designed to elevate Sol de Janeiro’s online presence and strengthen its connection with a global community of beauty lovers. Inspired by the spirit of Brazil, Sol de Janeiro celebrates diversity, body positivity, and self-care. The brand’s playful, tropical aesthetic resonates with young adults who value self-care and beauty. This strategy aims to capitalize on those values by creating engaging content that resonates with the target audience across key social platforms such as Instagram, TikTok, Pinterest, and YouTube.
Key goals include:
» Increase brand visibility through consistent and creative content across Instagram, TikTok, Pinterest, and YouTube.
» Build stronger engagement by encouraging interactions through comments, shares, and user-generated content.
» Grow the brand’s social following among young adults who connect with its aesthetic and values.
» Drive traffic and sales by linking content to product pages and key promotional campaigns.
» Foster deeper community loyalty by spotlighting real customers, creators, and influencers who embody the brand’s inclusive and joyful spirit.
Through a mix of lifestyle storytelling, influencer collaborations, and community-driven content, this strategy will help strengthen Sol de Janeiro’s digital presence and support ongoing brand growth. The plan is designed for a three-month rollout and will remain flexible, allowing adjustments based on performance insights and audience feedback.
Brand AND Audience Analysis
Brand Identity
Sol de Janeiro is a beauty and body care brand inspired by the vibrant culture, warmth, and energy of Brazil. The brand celebrates diversity and inclusivity through imagery that highlights a wide range of skin tones, body types, and hair textures. Sol de Janeiro invites its community to embrace their natural beauty and feel confident in their own skin.
Across its social platforms, the brand leans into a playful and carefree tone, with visuals full of tropical colors, sun-drenched beaches, glowing skin, and juicy fruits. Beauty is positioned as fun and indulgent, not overly serious. The lifestyle shown is one of freedom, celebration, and joy. Events and influencer activations reflect this spirit, often featuring pool parties, beachwear, and youthful, summer-inspired experiences.
Tone of Voice: Playful, warm, inviting, inclusive, body-positive.
Visual Style: Sun-kissed skin, tropical fruits, poolside parties, glowing textures, natural beauty.
MOODBOARD
Target Audience
» Sol de Janeiro primarily speaks to young adults aged 18 to 35, with a strong focus on women and non-binary individuals who value self-care, beauty rituals, and feel connected to an aspirational but relatable lifestyle.
» The audience is highly engaged online and drawn to brands that promote body positivity and celebrate individuality. They enjoy content that blends beauty and lifestyle, and are likely to engage with brands that feel authentic and joyful. Many are influenced by trends on TikTok and Instagram and follow creators who reflect diverse beauty and inclusive values.
» Key audience interests include skincare and body care, beauty routines, beach and travel culture, and community-driven brands that foster self-expression.
Persona Card
Competitive Landscape
Sol de Janeiro operates within the premium body care and fragrance space.
🌍 Direct Competitors: Premium Bodycare & Fragrance
1. Kopari Beauty: Known for coconut oil–based bodycare, recently introduced tropical hair and body mists to directly compete with Sol de Janeiro’s Cheirosa collection. Growing rapidly after launching in the U.S. and U.K.
2. Coco & Eve: Marketed as “Brazilian sunshine in a bottle,” their Glow Shimmer Body Oil mirrors Sol’s Firmeza Oil in texture and radiant finish
3. Nutrius: Positioned as everyday accessible dupes: Nutrius (Costco) offers a 2-pack for ~$22 with core ingredient overlap .
4. Space NK Caribbean Shores Body Oil: Recognized in reviews as a quality dupe of the Bum Bum Firmeza Oil, with lower price tag (~$16 vs. $52)
Near-Category Competitors: Mass Market & Value Brands
1. Soap & Glory: Their “Smooth Star” body lotion replicates the signature scent (almond + vanilla) of Bum Bum Cream, widely available at Boots (~£10)
2. The Body Shop: Offers similar body butters (e.g., Almond Milk); a trusted high-street alternative in ingredients and texture
3. Dove & Zara: Dove’s Pistachio variants offer subtle parallels, while Zara launched a dupe of Cheirosa 62 under “Moonlight” fragrance line
4. Fenty Skin: Fenty Skin Butta Drop Whipped Oil Body Cream stands out with its whipped texture combining multiple oils. The brand positions itself as clean, inclusive, and skincare-meets-bodycare, leveraging Rihanna’s star influence and broad shade range ethos.
Sol de Janeiro stands out through its strong storytelling, sensory-driven products, and vibrant Brazilian-inspired identity that connects deeply with its community.
Objectives and goals
The following goals are designed to align with Sol de Janeiro’s brand identity while driving growth, engagement, and conversion through strategic content and influencer marketing. To guide the success of this content strategy, a combination of growth-based and performance-based KPIs will be used. Growth-focused goals are highlighted on the left. In parallel, performance benchmarks will focus on minimum content impact targets:
» Achieve 30K+ video views per post average on TikTok and Reels by leveraging trending audio, creator collaborations, and visually rich content.
» Traffic & UGC: Generate a minimum of 300 pieces of UGC via hashtag campaigns and gifting strategies to micro-influencers and fans. Emphasizing 300+ tagged posts and a 10% uptick in website visits shows how content directly supports e-commerce and community.
» Build brand sentiment tracking to maintain a 90%+ positivity score in community conversations and comments.
These objectives are measurable within a three-month period and will help track the performance and ROI of the social media campaign. Together, these KPIs ensure we track both upward momentum and consistent baseline performance across platforms.
GAP ANALYSIS
Limited Audience Inclusivity
Sol de Janeiro has recently featured inclusive figures like Bretman Rock, who identifies as non-binary and is an LGBTQ+ icon, in PR events and content. This reflects the brand’s commitment to diverse beauty and signals a shift toward wider gender representation.
However, much of the everyday content (e.g., TikTok trends, tutorials, and user reposts) still skews heavily toward young, cisgender women.
Opportunity:
Build on this momentum with a dedicated campaign like “Glow for Every Body,” spotlightinging fans and creators across the gender and identity spectrum. The key is to do this with evergreen content and brand storytelling, where creators use Sol’s products authentically, not just during PR events.
Sustainability & Ingredient Transparency
Despite being a fast-growing brand, Sol de Janeiro hasn’t emphasized clean, eco-friendly credentials.
Opportunity:
Share BTS content on product sustainability, highlight recycling programs, or launch a green challenge like “Tropical Refill Rewards.”
Potential Over-Reliance on Macro-Influencers
Heavy use of influencers keeps their feed vibrant, but some followers feel it’s too curated or inauthentic, especially when names like Jaclyn Hill were involved.
Opportunity:
Increase real UGC amplification by:
» Reposting fan content
» “Sol Squad Takeover” (weekly influencer-led Stories) to diversify voices
» Launch a #SolGlowUp Challenge (encourage fans to share routines for rewards)
» Feature UGC in carousel posts with shoppable tags
Limited Educational Content
Product Longevity & Value Messaging
Focus on vibes over product benefits/science. Some users report Sol’s scent as strong but short-lived, expressing that products smell good initially but fade too quickly .
Opportunity:
Create educational content on:
» “Why Brazilian Ingredients Work” (Açaí, Cupuaçu breakdowns)
» Scent layering tips or feature customer testimonials demonstrating longer-lasting wear.
Missed TikTok Trends
Content feels repurposed rather than native to TikTok trends.
Opportunity:
» Jump on trending sounds (“Get Ready With Me: Bum Bum Edition”)
» Transition trends (e.g., “From Dry to Glow” skin transformation)
Seasonal Content Imbalance
Heavy summer focus, weaker fall/winter presence.
Opportunity:
» “Summer in Winter” campaign (tropical self-care for cold months)
» “Sol After Dark” (holiday body care routines)
Gap-Focused Content Strategy
Content Pillars
Sol de Janeiro’s content strategy is built on four core pillars designed to engage, educate, and expand their audience while addressing key brand gaps. The mix balances promotional impact (driving sales), educational depth (ingredient transparency), trend-driven virality (TikTok relevance), and authentic community-building (inclusive UGC). Each pillar serves a distinct purpose—ensuring consistent messaging while adapting to platform-specific opportunities—so that every post aligns with both brand identity and business goals.
Educational
Teach benefits & sustainability
‣ Ingredient deep dives
‣ Scent-layering tutorials
‣ Refill program explainers
UGC / Community
Foster inclusivity & authenticity
‣ Fan features (all genders/ages)
‣ Duets
‣ Polls
‣ Hashtag challenges
Promotional
Drive sales & product awareness
‣ New launches
‣ Limited editions
‣ Seasonal bundles
‣ Shoppable UGC
Entertaining/Trends
Boost reach via trends & humor
‣ TikTok challenges
‣ ASMR/texture videos
‣ Memes
‣ Seasonal trend-jacks
Strategic Content Mix & Timing Rationale
Balanced content with education (Wed) and trend spikes (Mon/Fri) to sustain momentum while strategically addressing gaps.
This works for Sol de Janeiro’s identified gaps because:
» Inclusivity: Spread across weeks (not crammed) to normalize diverse representation.
» Sustainability: Posts timed with Earth Day month (July) for relevance.
» Trends: Fridays = experimental content days (lower risk for virality).
Monday
TikTok: Trend-jacking
Why? Start week with high-energy trend (e.g., transitions, duets) when engagement peaks.
Example: “Glow Roulette” leverages Monday’s highest TikTok visibility (users seek fresh content post-weekend).
Wednesday
IG Reels/Feed: Education + Sustainability
Why? Midweek = optimal time for educational content (users are info-seeking).
Example: “Seed to Skin” doc performs best when audiences are focused (not weekend-distracted).
Friday
TikTok: Entertainment + Virality
Why? Pre-weekend = playful, shareable content (e.g., GRWM, ASMR).
Example: “Satisfying Scoop” taps into Friday unwind vibes (sensory, relaxing).
Sunday
Stories/Recap: Community & Retention
Why? Weekends = higher Story engagement; recap rewards participation.
Example: Polls/AMAs drive replies when users are leisurely scrolling.
60/30/10 % Rule
Monthly Content Mix
Trend-Driven & Inclusive (9 posts)
TikTok trends (ASMR, POV) hook new audiences; inclusivity posts (Glow Roulette) retain them.
Educational/Sustainable (5 posts)
Builds trust via ingredient transparency and eco-push without overwhelming the feed.
Community Recap (2 posts)
Showcases UGC to validate social proof and encourage future submissions.
TikTok (8 posts): Native trends = algorithm favor. Prioritized for growth and young demographics.
Instagram (6 posts): Carousels/Reels = educate and convert (link in bio).
YouTube (2 posts): Authority-building via long-form snippets (derm reviews, BTS).
Platform-Specific Logic
This 1-month Strategic Content Calendar strategically targets Sol de Janeiro’s key gaps: inclusivity, sustainability, and trend adoption. Through a mix of high-impact and low-lift content. Each week balances:
» 1 inclusivity-driven post (e.g., “Glow Roulette” challenge featuring diverse creators),
» 1 sustainability/education post (e.g., “Seed to Skin” mini-doc),
» 2 native TikTok trends (e.g., ASMR scoops, GRWM mashups).
Platform Focus: Instagram, TikTok, Pinterest, YouTube Shorts
Posting Frequency: 4x per week (Mon, Wed, Fri, Sun)
THE Content Calendar
Influencer Partnership Strategy
Closing Gaps Through Authentic Creator Collaborations
While Sol de Janeiro excels at macro-influencer campaigns, there is an opportunity to:
» Diversify representation (LGBTQ+, male, and mature creators)
» Drive higher engagement (micro-influencers average 3x more interactions)
» Educate on product versatility (beards, tattoos, scalps)
Through a curated mix of takeovers, challenges, and unexpected demos—all tracked via #BumBumGlow.”
Phased Influencer Activation
Phased Influencer Activation to Drive Inclusivity & UGC
This program leverages micro-influencers to authentically address Sol’s gaps—scalably and measurably
PHASE 1: Scout & Align
Goal: Identify 8-10 micro-influencers who embody “Glow for Every Body”
Criteria:
» 3 LGBTQ+ creators (e.g., @juanpal0m0 for genderless beauty)
» 3 Male creators (e.g., @mensskincare for beard routines)
» 2 Brazilian culture ambassadors (e.g., @riobeauty for authenticity)
» 2 Body-positive creators (e.g., @curvyandglowing for inclusive rep)
Proposal influencers + key stats
PHASE 2: Immerse & Educate
Goal: Equip influencers with product knowledge to create authentic content
Sol Glow Kit + Why We’re Different Ingredient Card
The ‘Why We’re Different’ ingredient card serves as an education tool for Sol de Janeiro’s influencer and retail partnerships. This 2:3 printed piece accompanies PR packages of the Sol Glow Kit sent to 50-100 micro-influencers quarterly, with additional copies displayed at Sephora tester stations. Its dual-sided design strategically balances visual appeal (tropical watercolor illustrations of key ingredients) with digestible science (bite-sized comparisons like ‘Cupuaçu has 3x more antioxidants than shea’). The layout reserves 60% white space for readability when photographed in unboxings or shelf displays. When creators like @misstashablack feature the card in Stories, it transforms clinical facts into shareable social moments, proving even sustainability messaging can be Instagrammable.
Virtual Masterclass with Sol’s chemists
Sol de Janeiro’s 30-minute virtual masterclasses give micro-influencers instant access to the science behind their favorite products, delivered directly by the brand’s chemists. This Zoom format creates an exclusive, educational experience where creators learn to explain complex benefits (like cupuaçu’s 3x antioxidant power) in authentic ways. These sessions turn influencers into knowledgeable ambassadors who boost both engagement and trust in Sol’s formulations.
PHASE 3: Activate & Amplify
Goal: Launch co-created content across 3 key campaign types
PHASE 4: Sustain & Reward
Goal: Turn influencers into long-term ambassadors
Tactics:
» Sol Glow Leaderboard: Top 3 UGC creators featured in an IG Hall of Fame.
» Exclusive Refill Program: Influencers get free refills for empties (encourages sustainability messaging).
Pilot data: 18% increase in male-identified followers after 3 months.
This 4-phase framework is scalable beyond body care. Think of:
1. New Markets (e.g., Middle East launch)
» Phase 3 content shifts to “Golden Saharan Glow” with local influencers and/or hijabi-tailored content: “Shine From Underneath” (skincare prep) or “Scent Etiquette” (long-lasting fragrance for fabric)
» Modesty-aligned styling (no hair-focused shots)
2. Product Categories (e.g., Sol’s curly hair line)
» Phase 2 masterclass teaches “Scalp & Strand Care”
» #SolHairHacks UGC challenge
The same strategic approac, tailored to cultural and category needs
Supporting Assets
Mock Influencer Brief
This influencer brief was developed as part of a branded influencer activation for Sol de Janeiro’s Sol Glow Collective campaign. The concept, My PM Glow Ritual, is designed to spotlight the brand’s signature body care products through authentic, creator-led storytelling on TikTok and Instagram.
The purpose of this brief is to clearly communicate campaign objectives, creative direction, deliverables, and tone of voice to selected influencers, in this case, MisstashaBlack, a plus-size content creator known for her empowering beauty content and highly engaged community. The brief aims to balance creative freedom with brand alignment, ensuring that each influencer’s content feels natural and personal, while still reinforcing Sol de Janeiro’s playful, sensory-driven identity. This piece serves both as a creative guide and a collaborative tool to maintain consistency across a multi-phase influencer campaign.
Projected Campaign ROI
Micro-Influencer Strategy
To support the projected ROI, the influencer strategy has been mapped across the entire content funnel—from discovery to loyalty. This funnel illustrates how each phase of the campaign is designed to not only drive reach and engagement, but also influence real conversions and build long-term brand affinity. By aligning content formats with specific stages of the buyer journey, the strategy ensures that every creator activation serves a clear, measurable purpose.
ROI Projection
Projections based on 2024 benchmark data for beauty micro-influencers (Influencer Marketing Hub)
Final Product Mockups*
The following four visuals capture the essence of Sol de Janeiro’s Glow for Every Body campaign: celebrating diverse creators in authentic, everyday moments of self-care. From post-shower rituals and radiant skin prep to Carnival-inspired joy and expressive style, each scene reflects a unique glow story. Together, they showcase how inclusive beauty looks, feels, and shines in real life—beyond filters, beyond norms.
*Mockups generated via Sora
Why This Matters
for Future-Forward Brands
While this specific project focuses on Sol de Janeiro, it demonstrates core competencies that drive modern prestige beauty/FMCG success:
🔍 White Space Identification: Male/non-binary audiences, sustainability storytelling gaps
📊 Phased Execution: From influencer scouting to scalable reward systems
🌐 Cultural Agility: Framework adapts to Hijabi-friendly content, emerging markets
The real magic happens when strategy meets adaptability: exactly what I’d bring to your innovation team.