The 12th Man Retro
The 12th Man Retro is a new football fan culture and lifestyle brand, selling high quality, retro football shirts, along with an exclusive capsule range of bespoke football related merch via their shop in Shrewsbury.
My role is brand, content and social media manager, working closely with owner Shaun to help shape and develop this exciting new brand from its very foundation. My responsibilities have included building and maintaining the brand’s social media presence, from the launch in December 2024 to the ongoing day-to-day strategy we use today. I curate and deliver captivating visual content that tells the brand's story, helping build and nurture a thriving customer community.
Image: Stuart Whipps
Some of the key achievements in the first 6 weeks include:
Achieving organic content views across 4 platforms of over 285,000
Acomplishing well over 10,000 post engagements
Securing a BBC interview and features in the local press
Gaining nearly 2,000 social media followers and mailing list subscribers
Achieving an average social media engagement rate of 24% across 4 platforms (anything above 6% is classed 'exceptional')
Helping create a thriving customer community
“From the very start Tim has been instrumental in helping launch and establish our new brand. From creating hugely engaging social media posts to instigating BBC interviews and editorial pieces in our regional press. He has played a huge role in getting our new brand out there and getting customers through the door”
Shaun Owen – Owner of The 12th Man Retro
I’ve also worked closely with the freelance graphic design team to create a series of promotional materials, including beer mats, pin badges and tote bags, which I screen printed at my in-house studio.
The strategy over the first 3 months was to connect with, and grow our audience organically, creating a sense of community. Positioning The 12th Man as a place for football fans to not only purchase rare and unique shirts, but to delve into the history of their favourite teams and players, providing fans with a shared platform to express their passion for the beautiful game.
