Social Media Marketing Portfolio

Content Marketing Strategy & Social Media Marketing

Portfolio MANSI PATEL

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Hi, I'm Mansi!

Content Strategy & Social Media Marketing Hello! I am a cheerful, accountable and detail-oriented, Fashion Communication student.

I aim to learn Content Marketing Strategy and Social Media Marketing, and Management through my internship.

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KURETIS- Healthy snacking FMCG brand for PCOS women Introduction Market Study Branding Marketing My Learning

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Tinder vs. Bumble: SMM Calendar Analysis

Content

Introduction SMM Calendar SMM Analysis Suggestions My Learning

Photography

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Street - Concept Frame - Fashion

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Kuretis Healthy snacking FMCG brand for PCOS women There is a huge number of healthy snacking brands but there is a growing numbers of women with PCOD and PCOS hence a FMCG company offering healthy snacking products for this niche market.

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Introduction 5

Niche About PCOD/PCOS Market study: Competition

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Branding

Content

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Brand story and USP Brand Mood board Name, Logo and Tagline Brand Values, Color scheme and Typography

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Brand Launch

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Marketing 19

SMM Monthly Calendar SMM Content Calendar Instagram Posts

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My Learning

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PCOD and PCOS About Women diagnosed with PCOS have multiple cysts in their ovaries , as immature eggs don’t dilute in the ovaries causing higher than normal insulin levels and hence their body try to pump out high levels of insulin in an effort to keep their blood sugar levels normal.

They produce higher-than-normal amounts of male hormones. This hormone imbalance causes them to skip menstrual periods and makes it harder for them to get pregnant.

Symptoms and issues: Besides fertility problems, complication include risk for developing insulin resistance and prediabetes/diabetes abnormal cholesterol, and triglyceride levels, heart disease, stroke, endometrial cancer (cancer of the inner lining of the uterus), obesity, and sleep disorder.

True elements True to nature Mission: Bring positivity, hope and confidence through food packed with goodness of nature Products offered: PCOS diet combo

Oziva Be a better you

Market Study PCOS friendly food & snacking Brands

Mission: To simplify nutritional needs Ayurvedic herbs and nutrient component Products offered: PCOS health powders

& me Philosophies of Ayurveda and nutrition science Mission: To empower women with health by solving for her unique functional needs Products offered: PCOS teas and juice

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Branding

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The world’s changing, and with it is our body. Healthy living is on everyone's minds, and overthinking on ours, fellow cysters! But we are done worrying and fretting, calculating and analysing our ovarian problems.

Brand

Kuretis is one of its kind healthy snacking solution to all suffering from PCOD and PCOS. We aim at doing the research so that you can relax, unwind and indulge into the most amazing range of mouth watering health drinks, snacks and protein bars.

Come, indulge to heal!

story

USP Indulge in tasteful health, without stress Mobile app Community of PCOS cysters

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Kuretis

About the logo

Relax. Indulge. Heal

Brand Name

The logo is a conventionalized way to show a uterus The curvy line art also forms a figure of woman depicts the soothing yet active motion. The colour red symbolises the active energy. Whereas the colour white symbolises calm and peacefulness

Tagline

Kuretis is a blend of two words, Cure and Kuotis Kuotis, in Ancient Greek, is the first ever evidence of cysts and related problems.

Hence the meaning of the brand name is to cure all cyst related problems.

Relax- Sit back and relax, you no longer have to be stressed about what to eat and what not to.

Indulge- Indulge in the deliciously wide range of products Heal: We firmly believe that healthy living can cure all ailments in the world

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Brand Values

Typography

Color Scheme

Primary Typeface: Quicksand Office use only

Trust & Transparency Building Relationships Healthy, tension free life

Secondary typeface: Baloo Advertising

#E41150

#FFFFFF

#000000

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Brand Launch EVENT

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Pool Party

Leave the guests feeling informed, relieved, empowered and entertained Goal Probe the guests into a mindset where they leave all the worrying to us.

Description of Campaign The entire campaign can be summed up as a ‘Period themed party’. It will throw light on the condition and build awareness about the same. The snacking and drinking options available would be choices from our products. The events would include games which will be fun and informative in the end of which the participants would take home hampers of our products Target Audience Women from all strata's' of life concerned about their health Women affected by PCOD and PCOS Advertising Platforms Instagram Handle and Facebook page

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MARKETING Social Medial Marketing SMM Monthy Calendar Content Planning and Content creation SMM Content Calendar

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SMM Calendar Click here to see SMM Monthly and content Calendar of Kuretis

SMM Monthly planning and content calendar March, 2020- Monthly Social Media Calendar planning, Content calendar planning: Individual Post content planning: Media, Caption, Mention and Location tag, and all hashtags.

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Prelaunch

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Launch Invitation

Pool Party

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Product Launch

'Munch this Bunch' Campaign

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my learning I am PCOS positive woman. Its difficult every time to crave and to not be able to have a packet of chips. When we got competition brief for IIT Kharagpur Spring Fest-Brand D- it mentioned creation of hypothetical healthy snacking brand- and Boom! There we got our niche!

While Working on this project, we first time create Brand Launch event and Product Launch Campaign as a part of Branding. I also came across a term SMM calendar and how each Instagram tool like tags, different type of hashtags, etc plays vital role to maximize reach.

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Tinder vs Bumble SMM Calendar Analysis Understanding Tinder and Bumble Social Media Marketing by analysing their Instagram Content Calendar of September 2020 followed by SMM suggestion on basis of the analysis.

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Project Brief

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Introduction: Tinder and Bumble Tinder: About, Vision and Mission, and Timeline 32 Bumble: About, Vision and Mission, and Timeline 34

SMM Calendar Tinder SMM Monthly Calendar: Sep 2020 Bumble SMM Monthly Calendar: Sep 2020 Tinder SMM Content Calendar: Sep 2020 Bumble SMM Content Calendar: Sep 2020

SMM Analysis

Content

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Positive outlook of Tinder and Bumble Content Nagative outlook of Tinder and Bumble Content

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Suggestions

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Learnings

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Company Brief

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Tinder Tagline: Start Something Epic American geosocial networking and online dating Application Base Idea: Rad has said the impetus for the dating app's creation was his observation that "no matter who you are, you feel more comfortable approaching somebody if you know they want you to approach them."

Freemium business mode Available in 40 languages Vision To make being single more fun and rewarding by connecting people who may not have otherwise met in real life.

To celebrate the great journey of being single. Being single isn’t the thing you do, unhappily, before you settle down. Tinder stand up for how a whole generation chooses to live their lives.

Mission To stand up for how a whole generation chooses to live their lives.

2012 Launched by Sean Rad, Justin Mateen and Jonathan Badeen

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2014 1 Billion "swipes" per day 2 Million matches per day User spent 90 minutes a day on the application

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October 2016

2017

Super Like feature 1 Super like for non paying users 5 Super likes for Tinder plus users

Tinder Boost feature most visible profile in their area for thirty minutes

March: Tinder Online, a weboptimized version of the dating app June: Tinder Gold- offering their most exclusive features: Passport, Rewind, Unlimited Likes, five Super Likes per day, one Boost per month, and more profile controls

2020 Introduction of a panic button and anticatfishing tech- To protect users from fake profiles

2019 The highest grossing nongaming app, beating Netflix

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Bumble Tagline: Start Something Epic A location-based Social application that facilitates communication between interested users In heterosexual matches, only female users can make the first move with matched male users, while in same-sex matches either person can send a message first or the matches disappear within 24 hours; either person in a same-sex match can reach out.

Feminist dating app 'Bumble' for romantic relationship, 'Bumble bizz' facilitates business communications, and 'Bumble BFF' for friendship.

Vision To empower connections in love, life, and work To accountability, equality, and kindness in an effort to end misogyny and re-write archaic gender roles Mission Bumble envisions a world free of misogyny, where all relationships are equal

2014 Founded by Whitney Wolfe

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2016 Mar, 2016 Bumble BFF: Platform to create meaningful friendships and to expand social circle Sep, 2016 Bumble Photo Verification: KISS CATFISH GOODBYE

2017 Bumble Bizz: Plateform to create professional connection, to share and learn

2018 85% of users were "looking for marriage or a boyfriend/girlfriend"

2020 Virtual Dating Badge: willingness to go on video chat dates

2019 June in-app voice and video calls in all Bumble apps

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smm mONTHLY calender SEPTEMBER 2020

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tinder SMM SEP, 2020 CALENDAR Calendar mentions: Schedule of the posts of Sep 2020, media type, post belongs as a part of which campaign and which content got the most engagement.

Click here to see Tinder Monthly Calendar Sep 2020 Three type of content: Photos, Carousels and Video/ Promo videos Content revolves around Covid-19 and dating, Tinder Swipe Night and Tinder branded content

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bumble SMM SEP, 2020 CALENDAR Calendar mentions: Schedule of the posts of Sep 2020, media type, post belongs as a part of which campaign and which content got the most engagement.

Click here to see Bumble SMM Monthly Calendar Sep. 2020 Three type of content: Photos, Carousels and Video/ Promo videos Content revolves around Values that Bumble believes in- kindness, self love, etc., extended hand to LGBTQ community and Tinder branded content, Bumble BFF and Promotion of Bumble series"Not another lockdown dating show".

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cONTENT calender SMM Detailed Content Calendar, Sep 2020

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Click here to see Content Calendar of Tinder Click here to see Content Calendar of Bumble Detailed Analysis of each post: Media type, Creative- Photo/ Video/ Carasole content Analysis, Caption Analysis, Hashtag analysis, and Comments-Replies Analysis and Suggestions for all individual posts.

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aNALYSIS SEPTEMBER 2020

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Creative Content Engaging content, One of its kind-Campaigns, and appealing captions asking people to tag/ share with others

Duologue Highly engaged in one-one dialogue Fun, witty and compelling replies to comments on all the posts

Visual Consistency

Tinder India

Tinder Positive outlook of Tinder content

1. Pink and orange Ombre Backdrop 2. Rectangle Box With Tinder India verified Logo 3. Logo 4. Consistency in the font style 5. Pink and Orange Ombre font color for posts with black backdrop

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Stands for Brand Values

Bumble Positive outlook of Bumble content

Content that promotes their Core Values: kindness, respect, equality, accountability & growth. e.g. September 10- Reminder: Mutual kindness and respect.

September 30- Tell us a good thing about your ex.

Collaborations Highly collaborative with Social Media influencers/ Creators

46 Delay in following the SM trends Uploading content at the end of SM trend cycle makes it irrelevant and annoying for the audience. e,g. shiv_chhapolaIt- took tinder india a month to realize playdate was a thing

Promotion Innovative Campaigns like Swipe Night but lack of promotions on Social Media. e.g. very less or no involvement of SM influencers/ YouTubers

No use of crucial Instagram features No use of hashtags: 0-1/30 No use of popular, moderately popular, niche specific, branded hashtags. Only campaign specific hashtag are used.

Tinder Positive outlook of Tinder content

No use of Tags No maintain in post/ caption No use of Location Tag No use of the most appropriate or repetition of emojis in caption/ comment

Text Heavy and Usual Content Highly textual and monotonous content.

No/ less content for Bumble bizz and Bumble BFF.

Visual Consistency Yellow Color: Different tints, tones, shades for different posts.

No consistency in font style.

No use of Bumble logo for posts.

Lack of engagment with followers Content/ captions that imitates/ motivates comments, share and mentions but Bumble fails to reply on the comments thus no contiuation of the conversations

No use of crucial Instagram features

Bumble

No use of hashtags: 0-1/30 No use of popular, moderately popular, niche specific, branded hashtags. Only campaign specific hashtag are used.

Nagetive outlook of Bumble content

No use of Tags No maintain in post/ caption No use of Location Tag

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suggestions Common suggestions for Tinder and Bumble Use of Tag

Use of Hashtags Use popular hashtags to increase reach to non followers and make it relevant for longer period of time with moderately popular hashtags.

Niche specific and branded hashtags help to reach maximum target audience with strong brand recognition.

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Use of Tag

Catching up with SM trends

Work with Instagram

Tagging customers, clients or collaborators increases chances of getting reposted and getting relocated from the separate house from the profile.

Location tags increase searchability thus more participants for campaign like Bumble Social Distance Benches

SM trends will be relevant for certain time period, thus its important to catch up with SM trends in the introduction or acceptance phase of the trend cycle

Get excited about what Instagram is excited about and make content using new feature/ tool or updated old tool. e.g. make IGTV content over videos

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Tinder Suggestions for Tinder Instagram Content Increase Collaboration Collaboration with Social media influencers, and relevant YouTube channels.

Appropriate Emojis Use emojis that suits or adds fun element to the content then being repetitive about the same

Initiate Conversation Ask questions or suggestion of an action in the caption. Initiate dialogue with the audience.

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Bumble Suggestions for Bumble Instagram Content

Increase Collaboration Create and maximize the use of the MascotBumble Bee

Increase visual elements to content Graphics/ illustrations based content over text heavy content

Engage into Duologue Make it two-way conversation then a monologue by replying to the comments.

Engaging Campaigns/ Contests Creative campaigns and Instagram contests bringing in excitement

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Importance of creative & Entertaining content

SMM calendar Creation

Catching up with SM trends

my learnings To successfully reach and engage with your audience on social media platforms requires great understanding of the company and how to talk about the same while standing out in the flood of the content.

Maximum use of all Instagram tools

Consistency is the key

Photography Canon 750 D

Adobe Photoshop

Adobe Lightroom

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His Caricature!

Street Portrait Photography Keeping in mind the fun loving nature of our dear fruit seller, I approached him with my heavy camera lens. He got very excited and peeped into my lens. That gave me his caricature picture. His Caricature that perfectly shows his positive, fun loving and hidden child side of him.

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My Move Street Photography The world is the chessboard. We are the pieces of the game. Then how our lives are different than the game? The ultimate difference is_ our value is not decided! Here we decide our value by moving uniquely.

That's the power!

Walk your move!

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I am My Paining!

Concept Photography

The Brigade Fashion Photography Fashion Photography for collection called 'The Brigade- A tribute to Indian Military' A/W 20

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my learnings I ordered my first DSLR, but had to wait for a month to be able to take the camera in my hand. I was too excited and watched Photography tutorials for hours in anticipation to be able to operate the camera and create an amazing first Photograph.

From then to know, I have understood that Photography is more about soft skills than technical skills.

Street portrait/ line Photography has taught me to be observant of my surroundings- to see pattern, depart of the pattern, and to comfort strangers in my presence. Whereas Concept Shots and Fashion Photography has helped me to improve my visualization and managemnet skills.

Thank you mansi.patel@nift.ac.in

+91-6359562307