Closely
Digital Content Design - School project, 2021
This is a Digital Content Design school project. I designed an Instagram campaign for the underwear brand Closely to increase brand awareness and promote one of their products, the T-shirt bra.
The campaign was supposed to be launched in December 2021.
The problem
While discussing the project with my classmates, I discovered that they were unfamiliar with Closely. This led me to believe that, given Closely's recent founding (in 2019), few people were aware of their products and vision.
Furthermore, upon closer inspection of their content and advertisements, I noticed that they were not focusing on promoting any specific product yet.
Goals
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Promote one of their products, the T-shirt bra.
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Come up with an interesting deal that will attract new customers.
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Transmit the brand vision/values.
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Increase brand awareness.
With this in mind I formulated two SMART goals:
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Get 500 new Instagram followers by the end of December.
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Increase sales up to a 10% during the Q4 2021.
To know if the campaign achieved these goals I would monitor:
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The increase in followers while the campaign was running.
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The number of impressions.
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The number of T-shirt bra sales.
Design process
By looking at Closely's website, their social media platforms (Facebook and Instagram), the content they were sharing, their followers, and the people and brands they were following, I formed a good idea of their brand identity and their target group.
I also concluded that the best platform for running a campaign would be Instagram since it was the platform where their target group was most active.
With this in mind, I decided to create two types of content, organic and sponsored, to avoid annoying/boring users with repetitive content. The organic content would be a carousel and a single post, and the sponsored content would be a story and a post.
Content plan
Style guide
Results
This is how the sponsored and organic content turned out.
Final thoughts
Thanks to this project I learned to create different content types with different purposes, still following the brand identity and making them engaging. I also learned to set SMART goals for a social media campaign.
Even though I couldn't test if I achieved these goals (because it was an educational project) I'm happy with the results because I was able to create a cohesive variety of content that promotes the T-shirt bra and the brand.
Still, there's always room for improvement, and something that would have been useful to do is alternative designs for A/B testing the sponsored content.