SMART Objectives - Gain 1000 new Instagram followers in the first two months by posting positive and educational sharable content every day leading up to the event and after. - Generate user-generated content on the primary channel (Instagram) to increase brand awareness to a new cohort of consumers.
Target Consumer The last campaign focuses on the consumer who uses social media most of the day, often checking every hour. They use Instagram to “playfully and creatively communicate on a deeper level” (Houghton and Bishop, 2019) by following influencers and use their recommendations to make a purchase (Callaghan et al, 2021).
Strategy Instagram has been chosen as the platform is progressively becoming a place to learn and support other through creative content (Houghton and Bishop, 2019). This campaign concentrates on creating awareness for the brand using a popular social media site to build a stronger connection with the target consumer and build brand awareness. By creating sharable content about our products, brand values, positivity, and mental health, we can help to educate young men about the problem behind the stigmatisation of men’s mental health, whilst touching upon the interests of the consumer. The competition will provide a way to build awareness about us and our social media to help gain followers over the duration of the campaign and lead to ticket sales. During the weeks leading up to the event, consumers can share a post to their story, tag us, HUMEN and a friend they want to bring to the event and comment to gain a place in a random selection to win: - A free ticket +1 - £20 gift card to spend at the event
62
63
