This week, Erica and Cassie sit down with Sara Arbelaez, Social Media and Influencer Marketing Specialist at Heelys and Feiyue Shoes, to chat all things brand personality, audience insights and analytics, ambassador programs, sliding in the DMs, and the "Comeback Era" of Heelys.

Here's a peek at what we cover in this episode:

[00:03:31] - Sara shares her background in communications and storytelling, including her stumble into PR that led to a job in social, and encourages listeners to learn as much as possible early on. 

[00:11:03] - Sara uncovers how Heelys speaks to their different customer profiles on social media and why being in tune with your audience community and taking the time to go into every DM to find connection points and insights can be highly beneficial for your brand.

[00:14:30] - Sara dives into Heelys' current social strategy and how they're using video to showcase relatability.

[00:18:12] - Sara walks through the "TikTok to purchase" flow, highlighting how TikTok keeps your brand top of mind and builds site sessions. She also shares how she tracks insights from TikTok and other social media platforms using Google Analytics.

[00:21:60] - Sara gives us the Heelys ambassador and campus rep program details, citing that it's the best way to get UGC (User Generated Content).  She also shares the key differences between brand collaboration launches vs evergreen products.

[00:32:58] - Sara explains how being in the comment sections of other videos on TikTok can have a lasting impact with the public, and why trusting your social media team to execute on this as experts in their field can be one of the best decisions ever.

Grab a drink and listen in to this week's Marketing Happy Hour conversation!

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Other episodes you'll enjoy if you enjoyed Sara's episode:

Gen Z Work Habits: Balancing a Tech 9-5 and Full-Time Content Creation | Angelica Song of Google

TikTok 101: How to Build an Engaged Audience | Zaria Parvez of Duolingo

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