Glossier: Co-Creating a Cult Brand

Your case analysis will be prepared as an Insights Memo to an executive individual or leadership team of your choice. This could be your current organization, a past organization or even your dream employer. As the author of the memo, you will apply case analysis to make the social media strategy at said organization even better than it already is. You are not to repeat answers to each and every one of the class discussion questions verbatim in your memos. The questions and discussion are meant to inform your critical thinking for how to apply these concepts in a way thats relevant to the recipient of your memo.

At the top of your memo, please include the following formatting:

To: [Insert Executive Title, including Company Name]
From: [Insert Your Name, Social Media & Content Marketing Strategic Consultant]
Subject: [Insights from Insert Case Study Title Insert Key Takeaway]
Date: [Insert case analysis due date]

How did Into the Gloss blog content and social media listening strategy inform Glossiers launch and product strategy?
How did Into the Gloss social media community inform Glossiers brand identity and future content strategy?
How did Glossier move from a primarily owned media content strategy toward a more integrated strategy incorporating earned and paid media? What were the key elements, and how did they create opportunity?
How would creating physical gathering spaces for the Glossier community in the form of pop-up showrooms add value to a business with an already-engaged online community? What risks did Glossier need to consider with this strategy?

Please include supporting images and charts to include in the paper.

References just need to be website URLs.

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