title: "Social Media" created: 2026-04-06T00:00:00.000Z modified: 2026-04-06T18:10:00.000Z tags: [marketing, social-media, newsletter, advertising] order: 2
Social Media
"In the Muggle world they have 'influencers.' We have owls and a mate who does Quidditch commentary."
Our social channels are a mix of old wizarding media and some creative workarounds. No internet, no problem — we've been going viral since before Muggles invented the concept.
Channel Strategy
Owl Post Newsletter — "The Weekly Wheeze"
Our crown jewel. Bi-weekly newsletter to 2,400 subscribers and growing.
- Frequency: Every other Tuesday
- Format: Enchanted parchment (text changes color as you read, unfolds to reveal product images)
- Content mix: 40% new products, 30% jokes/entertainment, 20% promotions, 10% behind-the-scenes
- Open rate equivalent: 94% (owls confirm delivery; parchment charm confirms unfolding)
- Best performer: "Fred's Forbidden Product Preview" issues — people LOVE feeling like insiders
Growth tactics:
- Every in-store purchase includes a signup card (Verity hands them out with receipts)
- Referral program: refer 3 friends, get a free Canary Cream
- Hogwarts common room bulletin board postings (Lee Jordan handles Gryffindor, we bribe prefects for the rest)
Daily Prophet Advertising
| Ad Type | Frequency | Cost | Performance |
|---|---|---|---|
| Full-page spread | Monthly | 40 Galleons | High — drives 15% of new foot traffic |
| Quarter-page | Weekly | 12 Galleons | Medium — good for product awareness |
| Classified / funny ad | Weekly | 3 Galleons | Surprisingly high — people clip these out |
| Advertorial ("Sponsored Mischief") | Monthly | 25 Galleons | Excellent — feels like content, not ads |
Top tip: The classified ads perform absurdly well because people actually read the classifieds. Fred writes them as fake personal ads. "SWM (Single Wizard, Mischievous) seeks partner who appreciates a good Canary Cream. Must love orange."
Wizarding Wireless Network
- Slot: 30 seconds during Lee Jordan's Quidditch coverage segments
- Cost: 8 Galleons per spot
- Frequency: Match days only (roughly 2x per month during season)
- Style: Lee does the read himself. Unscripted. It's chaos and it's perfect.
- ROI: Hard to measure directly, but brand awareness in the 17-25 demographic is through the roof
Content Calendar Coordination
All social content syncs with [[Marketing]] campaign calendar. New product launches get a 3-week content arc:
- Week -1: Teaser (newsletter hint + mysterious Daily Prophet classified)
- Launch week: Full push across all channels
- Week +1: Customer testimonials and "how to use" content
Key Metrics (Q2 Targets)
- Newsletter subscribers: 2,400 → 3,000
- Daily Prophet ad recall: 45% → 55%
- In-store "heard about us from..." tracking: aim for 30% citing a specific channel
See also: [[Marketing]], [[Brand Guide]], [[Sales]]