Mitre 10

Mitre 10 Rotorua, Waihi and Tauranga are locally owned, and each a significant part of its community, but their individual social media presence didn't yet reflect that. They needed a social strategy to connect with their audiences more meaningfully, built within the brand and social guidelines set by their head office. We started by understanding both the local market and customer profile of each store, alongside the broader customer psychographics set by the master brand, recognising that while every store shares a name, each has its own strengths and story to tell. From there, we worked with their team to map out content opportunities and build a comprehensive social strategy, before launching a content framework and moving into ongoing content production. The content now spans educational, engaging, personality-led and community-driven formats - designed to reflect the character of each store while staying true to the wider Mitre 10 brand.