33 | Marketing Strategies

- 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

Sponsored Instagram Content - @iambenwest (Mentlal Health Activist)

Tactic

By utilising a creative platform, it is essential to create content that reflects this and our values of support, educate and connect. Across our stories and feed, we will be colourful, following the colour palette to promote optimism and create reliability through our platform. Due to the pandemic, people are constantly “joy scrolling” (Buchanan, 2021) in search for good news, therefore this will be a large part of our online identity.

We will send PR packages containing pieces of the collection and VIP package to a number of key micro, mid-tier and mega influencers (Launchmetrics, 2020) who have a strong connection with new potential consumers. They will post teasers and reviews leading up to the launch and event with accessible swipe up links to direct them to the website to create interest and desire amongst the consumers.

The hashtag #KUSHTYxHUMEN will be used to create momentum on Instagram to help create user-generated content. If it is successful, potential consumers could see this online and expose Kushty to a wider audience. This aims to create interest and conversion, causing traffic towards the website. Furthermore, hashtags such as #wellness and #mentalhealth will be used in general content posts as these are popular hashtags within the Instagram space at the moment (Bell, 2021).