The Story Louis is a comfortable man with a great job, who loves to - - PowerPoint PPT Presentation

The Story

Louis is a comfortable man with a great job, who loves to work out and cares about the shape of his body. Which is not very shaped at the moment because his great job allows him the convenience of a great gym membership, but not the

• time. He desires to have the opportunity to work out from the comfort of his own

two-room apartment. Louis is a stylish man and this is reflected in his interior. Unfortunately, he couldn’t find any dumbbells that radiate the same atmosphere as his carefully furnished home and he does not have the storage space to hide

• them. He was almost going to settle for regular iron dumbbells, until he finally

landed on the website of ShAPEd. Handsome hand-crafted wooden dumbbells with leather-covered weights. Dumbbells that looked as good as the rest of his home, dumbbells he did not have to hide, but instead could use to show off. Dumbbells to help him get ShAPEd.

The Customer Journey

Barriers: Awareness: The overload of other opportunities when it comes to fitness social media, which reduces the chance of finding ShAPEd on Instagram and Facebook. Evaluation: There are a lot of other options to choose from and, even though ShAPEd is unique, there are cheaper dumbbells. Decision: The consumer has to wait until the product arrives and waiting could cause irritation.

KPI’s

1. An average of 5 leads to the website over all the posts - taking into account that visitors know it is under construction. 2. Average organic reach on Instagram of 120 3. Average organic reach on Facebook of ... 4. Boosted reach on Facebook of… 5. Boosted reach on Instagram of... 6. Average engagement rate on Instagram of 15 in one month. 7. 200 followers on instagram in one month. 8. Average clicks through instagram account per post of 5. 9. Average leads to website per post of 5. 10. Average new followers per post of 4. 11. Requested discounts on t-shirts of (zoveel via rooster (begin), zoveel via story (later): story werkt beter)

“It’s not that Coca Cola is necessarily good at

• advertising. It’s just that since day one, not a day

has gone by that they haven’t advertised”

Instagram Facebook

These hashtags are used for promotion and will be deleted after a few days: #health #fitness #fit #envywear #fitnessmodel #fitnessaddict #fitspo #workout #bodybuilding #cardio #gym #train #training #health #healthy #instahealth #healthychoices #active#strong #motivation #ins tagood #determination #lifestyle #diet #getfit #cleaneating #eatclean #exercise

Hashtags

80%

Informational & Entertaining

20%

Self Promotion

Testing

• Time of the day
• Post frequency
• Engagement / non-engagement
• Quotes
• Influencers
• Advertising Carousel - Video

May 15 May 19 May 22

Content (Calendar)

Something new is on its way. Are you ready to get #SHAPED? #shaped #getshaped #lifestyle #design #fit #gains #shredded #beastmode #motivation A diamond in the rough... Are you ready to get shAPEd? The wait is almost over! #almostthere #getshaped

May 25

Feed Visualisation

Before we go online, we want go give away a 25% discount on the exclusive ShAPEd T-Shirts!! Send us a DM with your name and surname, and we'll give you the discountcode

• nce the official sales start! #GetShaped

May 28

It's time to #GetShaped. Follow @get_shaped_ to stay up-to-date on the website and the availability to order! #ShAPEd

June 1 June 3

SILVERBACK - ORANGUTAN -

• CHIMPANZEE. The 3 variations of our

dumbbell rods. Which one is your favourite? #GetShaped It's almost time to #GetShaped

June 4 June 5

Comment your favourite colour! #GetShaped "Just being an ape is a workout" - Andy Serkis (@andyserkis) #GetShaped

June 6 June 7

We try our best to be peculiar, to have a different style. Our dumbbells have adjustable weights made of lead balls covered with leather! That moment when you #GetShaped ฀ Get a 25% discount on our T-Shirts! Send us a message with your first and last name. We only got less than 10 discounts left!!

June 8

Carousel

What is your favourite day for a workout? Comment down below฀ #GetShaped

Last post of our campaign:

ShAPEd dumbbells are not to be tucked away. We want you to be proud of your goals to be fit. Our dumbbells are made to be an essential part of your interior. Do you want to #GetShaped?

❖ Hipster ❖ Tribal ❖ Bohemian ❖ Vintage ❖ Hippie ❖ 1990’s ❖ Retro ❖ Grunge ❖ Boho ❖ Peculiar ❖ Style ❖ Classy ❖ Racks ❖ Weights ❖ Dumbbells ❖ Adjustable ❖ Sets ❖ Free

Keywords

Summary of weekly collected data

• Measured 2 days after a post was

shared

• Engagement rate reflects

performance of posts ER= (likes + comments + saves / amount of followers * 100)/ reach * 100 Until 25/05 After 25/05

Campaign on average: ➔ ER of 22.85 ➔ Average reach of 133,08 ➔ Click through profile 8,43 ➔ Leads to website 0,27 ➔ New followers 0,93

Weekly collected data

• Gained most new followers

(average: 0,93)

• Highest leads to website

(average: 0,27)

• Highest clicks through to profile

(average: 8,43)

Analysis of sales

Instagram - which time to post?

Analysis and reflection on the effects of the campaign

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Instagram - What type of logo and where to put it? Likes: 92 Comments: 5 ER: 20.74 Likes: 74 Comments: 5 ER: 13.85 Likes: 62 Comments: 1 ER: 13.64

Analysis and reflection on the effects of the campaign

Total of 5 rasters:

Analysis and reflection on the effects of the campaign

Date: 25/05 Average ER: 43.23 Highest ER: 54.95 (Later this day we also started following) Date: 28/05 Average ER: 16.43 Highest ER: 35.18 Date: 03/06 Average ER: 13.52 Highest ER: 15.84 Date: 30/05 Average ER: 14.27 Highest ER: 22.25 Date: 01/06 Average ER: 16.30 Highest ER: 23

Analysis and reflection on the effects of the campaign

Raster is sometimes not of good use.

Copy: SILVERBACK - ORANGUTAN -

• CHIMPANZEE. The 3

variations of our dumbbell

• rods. Which one is your

favourite? #GetShaped

• 12 comments

Copy: Comment your favourite colour! #GetShaped

• 6 comments

Optimizing Facebook

Analysis and reflection on the effects of the campaign

Carousel

Copy: What is your favourite day for a workout? Comment down below฀ #GetShaped #health #fitness #fit #envywear #fitnessmodel #fitnessaddict #fitspo #workout #bodybuilding #cardio #gym #train #training #health #healthy #instahealth #healthychoices #active #strong #motivation #instagood #determination #lifestyle #diet #getfit #cleaneating #eatclean #exercise

• 53 likes
• 5 comments
• ER: 16.97

Analysis and reflection on the effects of the campaign

Usage of smileys

Analysis and reflection on the effects of the campaign

Campaign on average: ➔ ER of 22.85 ➔ Average reach of 133,08 ➔ Click through profile 8,43 ➔ Leads to website 0,27 ➔ New followers 0,93

<- 6 shares <- 2 shares <- 5 shares

€10 - Video -> €5 - Carousel ->

Advice:

• Google Analytics
• Imgur and Reddit

Advice Facebook:

• Trigger shares to increase reach
• Advertise

Advice Instagram:

• Light and dark colors work
• Smileys do not matter.
• Logo without letters.
• Influencers
• Increase leads to website: visuals of products
• Increase clicks through profile: visuals of faces
• Increase comments: quotes or carousel
• Rasters
• Read Instagram statistics
• Read comments (advice of @willfedeczkofitness (3.711

followers))

Summary of conclusions and advice

Questions? Thank you!