4. Social media campaign development
Resonate Why a social media campaign? My social Media campaign is called resonate which is the same name as my brand. I have discussed previsously in my work why I chose the name resonate as overall I want my brand and my brand campaign to resonate with my consumers. My social media campaign will be a mixture of educational and inpsiring posts. I will aim to create a positive community that helps and inspires people to accept and express themselves for who they are. From my secondary research findings I discovered how much men suffer from their mental health especially since the pandemic, therefore I thought it was the most perfect time to create a positive campaign for men that will hopefully uplift them and make them feel part of a community. I hope that my campaign’s consumers get involved and engage with posts that I share, and for it to be a place to start discussions where people can share their own stories and opinions on different topics that relate to the overall message of acceptance. My brands concepts will be at the heart of my social media campaign and will be considered constantly, my brand concepts are: - Social Consciousness: I want my social media campaign to spread awarness on issues such as racial, gender, age, ethnic, social origin, disability and religious discrimination - Community: The aim of my social media campaign is to create a positive community where consumers feel accepted, listened to and be able to interact with each other Protection- My third brand concept is protection, this refrences the protection that men need to consider towards each other and their mental health as well the protection of the environment By creating my social media campaign I hope to not only inspire men and create a positive community, but I also want to showcase my social media skills and how I can use the social media skills that I have already gained through my personal creative content instagram page. I want to showcase my skills and how I can effectivley and creativley create a succesful social media campaign.
CONSUMERS- GEN Z Throughout my research I have gained an in depth understanding of the characteristics of Generation Z and their needs and wants. I feel confident that my brand will appeal to Generation Z as I have shaped my brand around their needs. I am aware that Generation Z want to have a relationship and a conncetion with the brands that they buy into (DeAcetis, 2019), therefore I thought that creating a social media campaign alonside my brand will allow Generation Z consumers to feel even more engaged and part of the brand.
WHY INSTAGRAM? From both my secondary and primary research I found found that the majority of Generation Z use Instagram. The table shows the most popular social media platforms and how many Gen Z users activley use each platform. Instagram is the 3rd most popular with a ver close number of 75%, compared to facebook who has 77% of gen Z users and Youtube who have 88% of users. I think instagram is the most effective way to create a social media campaign that will be viewed by Generation Z members. It is free to use and through the use of hashtags and tags it is an effective way of gaining a large reach. Instagram also allows business accounts to set up promotional advertisments on instagram. Posts can be promoted for a small fee that can target an audience that you can create to reach even more accounts which is a ver useful way of promoting a business or social media campaign.
(Business, 2020)
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Plan content Discover theme, tone of voice, layout plan
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Finalise layout/ content plan
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Post reels possible interview about persons cultural background, positive stories
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Plan Content Collaborate with illustrator • research other campaigns
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Continue to research and design educational posts
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Post inspiring quote - daily • Post illustration • Post education post
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Research inspiring quotes that I can post weekly
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Finalise content plan • Schedule posts
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Post inspiring quote • Post illustration
Launch on instagram • Introduction post
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Conversation starter • Post inspiring quote • Post illustration • Post Educational post
Post inspiring quote - daily • Post illustration • Post education post
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Conversation starter • Post inspiring quote • Post illustration • Post Educational post
plan content for months ahead • Post inspiring quote - daily • Post illustration • Post education post
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Post reels possible interview about persons cultural background, positive stories
Post inspiring quote • Post illustration
Post all designs/ posts into preview to plan layout ready for posting
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Post inspiring quote - daily • Post illustration • Post education post
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Conversation starter • Post inspiring quote • Post illustration • Post Educational post Conversation starter • Post inspiring quote • Post illustration • Post Educational post
I want my social media campaign to be a positive and supportive community. I will share a mixture of educational posts, posts about my brand concepts and a mixture of pictures and reels from my campaign shoot. This picture below is going to be the first post that I post on my page, I will discuss the aim behind my brand and the definition of acceptance.
Examples of posts that are ready for my social media campaign:
Quotes to post regularly
Campaign Promotion I will post my brand campaign shoot pictures and create reels with my models to explain why my brand is important to them. I will post these on my campaign instagram to follow the story of my brand and so that my shoot and fashion film correlate with my social media campaign. I will also post my fashion film on my social media campaign instagram account to promote my brand campaign, this will allow my audience to have access to the visuals.
Why promote on instagram? • • • •
One of the most popular apps that Generation Z use Free advertisments can easily gain a large reach Instagram offer promotional posts that you can create a sutinable audience for based on age, gender, region • Constant posting will constantly be seen on poeples feeds • Consumers can interact with the brand and have that relationship/ connection that they want with brands • Visually engaging
Articles that have helped me understand why instagram is a great platform for promotion: https://nealschaffer.com/4-benefits-advertising-instagram/ What are the benefits of Instagram advertising? Here are the real benefits of advertising on Instagram. There are more than 700 million users on Instagram and the community is still growing. Instagram and Facebook are connected. So it’s easier to target your audience based on Facebook data. All budgeting and scheduling tasks, the setup and creation of ads are done through Facebook. So you don’t need to start from scratch and learn about Instagram, once you’ve already used its sister platform for marketing and ads. Instagram ads are non-intrusive and less likely to annoy your targeted audience. The engagement rate on Instagram is higher than the engagement rate on any other social media platform. You can easily integrate Shopify and sell your products instantly. Instagram measures the success of your campaign based on awareness, reach and recall instead of follower counts, likes or comments. Most people use their smartphones to read their news, socialize on Facebook or post their own stories and update social media timelines. Most smartphones feature high-end cameras that can shoot photographs to be immediately posted on Instagram. Everybody can be an amateur photographer. Instagram is the best channel for this type of media and it’s why most mobile users have Instagram accounts. In terms of ROI and cost, Instagram marketing returns the best results. It’s effective and less time-consuming than other online marketing channels.
https://www.lyfemarketing.com/blog/how-do-instagram-promotions-work/
https://www.studiobinder.com/blog/instagram-promotion/ This article was really helpful, it explains how an instagram promotion works and what you can hope to get from each promotion you make using the promotion feature. The promotion feature on instagram allows you to choose your own audience based on region, age, gender, interests and more. I think this is really useful as you can really cater your posts around your specific audience and in my instance this will be males who are members of Generation Z who buy into the luxury streetwear market.
https://blog.hootsuite.com/tips-creating-successful-instagram-campaigns/ I found this article really useful as it explains key factors to consider in order to create a succesful instagram campaign. The tips were: awarness of campaign, cause campaign, sale and promotion, instagram contests, launch and user generated campaign content. I will consider these throughout the procress of creating my content for my campaign and constaly refer back to my audience to make sure that the content I produce will be of intrest to them and will appeal to them.
Collaboration with illustrator I wanted to collaborate with an illustrator to show my brand concepts through illustration as well as showing visuals from my shoot and fashion film. I wanted to make sure that the illustrations link to my brand concepts of acceptance and community, protection and social consciousness. Below is the final illustrations that I have decided to take forward and include in my social media campaign. I think the illustrations turned out well, it clealry represents my concepts and is another way that I can post visually appealing content for my audience. I collaborated with illustrator @libsdrawingss
Instagram feed so far
Instagram Reels I have created instagram reels on my social media campaign to showcase my video editing skills. I have used footage that i photographed on the day of my final shoot and have piced the videos together to help tell the story around my brand and campaign. I wanted my reels to create emoition within my reels which I have succesfully achieved.
Hashtag- #resonate I have created a hashtag for my social media campaign so that my audience can use engage with my brand and use the resonate hashtag on their pictures that they want to share. This will create a space where my audience can share posts to eachother by using the hashtag which will add to the positive community that i wanted to achieve around my social media camapign.
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To encorporate my shoot into my fashion film I have used images and made visuals to post on the instagram account. I have used the hashtag in each caption of my instagram posts to encrouge my audience to engage with my campaign and use the hashtag.
Hashtag on each posts caption
Posts that reference BLM I have created a range of social media posts that reference BLM and the message of acceptance that is around my brand. This is to encourage poeple to engage with our campaign with hope that they will be able to feel accepted and express themseelves. I wanted to make sure that my social media has a range of content from pictures to educational /protesting posts so that the audience are constantly engaged and see new and exciting.
Social media campaigns I have interacted with on instagram
https://www.instagram.com/thehappyslothclub/
https://www.instagram.com/letschat.mentalhealth/
https://www.instagram.com/mens.mental/
https://www.instagram.com/stepscounselingconsulting/
Bibliography Business, G. W. (2020, January 8th). Gen z is reinventing social media marketing. Retrieved from Vogue Business: https://www.voguebusiness.com/consumers/gen-z-reinventing-social-media-marketing-tiktok-youtube-instagram-louis-vuitton DeAcetis, J. (2019, October 22). High Snobiety- The New Luxury. Retrieved from Forbes: https://www.forbes.com/sites/josephdeacetis/2019/10/22/how-highsnobiety-defines-the-new-luxury/?sh=10180cab4240