Insight into a social media internship at Hunkemöller
through a perspective of the biggest annual event
Pink carpet, gowns, suits, spot lights, models, cameras, catering, runway… that was May 10th 2022. Two days of site preparations prior to this day and one day post, to take down the scene, the lights, food trucks and many more, not even mentioning the months leading up to this event. It is the biggest event of the year for Hunkemöller. Brand Event 2022. Weeks of preparation, especially for the social media team, was one of the busiest times of 6 months that I worked there. My job responsibilities magnified, the pressure rose, there was no stress relief for neither for me nor colleagues of mine. It was one of the greatest work experiences.
My work scope enlarged – in addition to my regular day to day responsibilities as a social media community intern I also was given special Brand Event tasks. As a community engagement intern I was covering our official Instagram profile – I interacted with our audiences, whether these were comments of love, feedback or questions, I replied to them. On the day of the event itself, everyone attending would post content, which had to be interacted with, the audiences streaming the event also commented and posted questions. Last but not least – the models who walked the runway, posted behind the scenes, moments throughout the show, which also had to be spread further. Besides these responsibilities, I was picked to put up the tent for the models, as well as the coatroom and exhibition spaces. On the day I was welcoming the guests, checking them in and helping out the models. In the meantime we joined the main hall in order to see the fashion show, which was my first experience of such an event. The atmosphere was amazing, everyone cheering and supporting the models. Everyone, no matter if it was a cameraman, an intern, a partner, a model or a guest, had so much fun. All throughout those 12 minutes, the main hall was filled with a positive aura. After the show ended the chairs were cleared and the party started…
After the brand event dust has settled, we all had to come back to our regular job responsibilities and mine entailed not only community engagement on our social media profiles but also monitoring the current trends in the online sphere, analyzing the reception of new collections and collaborations, drawing up documents reporting the success of weekly and monthly content – what works good, what not so much, preparing some content inspiration for upcoming weeks and highlighting some learning points and examples of positive engagement with the community. On top of that I analyzed our competitors throughout various social media platforms, to see what content tools and techniques they are using as well as what trends are unraveling. Other industries were also analyzed by me, looking at their PR and marketing campaigns and the responses they produce. This all was crucial to stay relevant in the market as well as within the groups of our audiences.
My job tackled a lot of responsibility, taking under consideration the fact that the online space is a crucial space to be present in today’s day. I enjoyed this experience and learned a lot while having so much fun at the same time. Truly unforgettable internship.