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Instagram Marketing Strategy
Optimize Instagram content strategy to enhance engagement rate, and increase products' sales rate on Amazon.
Role
Market Researcher, Graphic Designer,
User Behavior Researcher,
Content Planner, Data Analyst
Duration
February 2021 - August 2021
Team
Shao-Yun Sha, Chih-Ling Chang
01| Define
Research Background
Lollipop's main communication channel with consumers is social platforms since Lollipop's headquarter is in Taiwan, and 85% of its consumers are from Western countries. Originally, Lollipop only reposted users' photos and reviews on social media. After joining Lollipop, one of my main tasks was generating content to enhance customer relationships.
02| Research
Research Questions
To achieve the objective, I set out to find answers to the following questions:
Question 1
What is our customer persona?
Question 4
What types of content does our audience seek to read?
Question 2
What difficulties will novice parents encounter?
Question 5
How can we help novice parents reduce the burden of parenting?
Question 3
What concerns will customers have when buying a baby monitor?
Question 6
What are the topics that the audience will dislike?
Research Methodology
I employed two different methodologies to achieve the research objectives, which are data analysis and user interview. I then synthesized the result to draw a consumer persona.
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Lollipop Instagram Profile
I first integrated data from CreaterIQ and Instagram backend to classify audience types in February 2021.
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Customer Persona
Based on the above data results, I drew up ten questions to conduct the in-depth interviews. The interviewees were 45 young mothers aged 25-35 from the United States, the United Kingdom, and Australia. By integrating the above data and the results of in-depth interviews, I created a Lollipop customer persona.
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03| Solution
Define Brand Identity
In the beginning, I established Lollipop's brand identity to define Instagram's content style:
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Value: A comforting place for moms.
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Personality: Live in a harmonious life. Calm, optimistic, and elegant.
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Style: Relaxed and warm, giving an energetic atmosphere.
Lollipop Instagram original version
Content Style Proposal
I proposed several samples based on Lollipop's brand identity and Instagram's original appearance.
Post Sample 1
Bright & Warm
Color Tone
Post Sample 2
Take Lollipop Baby Camera's 3 colors as the tone basis
Story Highlight Cover
Change the pictures of the highlight cover to line drawing icons, which are consistent with the brand logo. Also, the background color is based on one of the three colors of the Lollipop Baby Camera.
Content Strategy
The contents of the post are divided into two stages.
The first stage is creating an emotional connection with Lollipop's audience and establishing trust.
In the second phase, information content will be implemented so that novice parents can obtain parenting information from Lollipop. The purpose of this stage is to maintain the audience retention rate.
CONTENT TYPE-TIER 1
Baby Lifestyle (User Generated Content)
Keep the original marketing method, but reduce the proportion of UGC (from 100% to 45%):
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Re-share the UGC: interaction with babies, nursery decor.
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Babies adorable, funny moments caught by Lollipop Baby Camera.
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Post style：
- Lollipop will write the caption to control brand orientation.
- Indicate the source of the pictures and videos.
Product Introduction
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Introduce product function, launch brand campaign, etc…
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Posts are presented in the form of animation since this type of post has a very high like rate & click rate
Inspiration Quotes
Theme related to mental health.
e.g., Use open-ended interrogative sentences to let moms get involved in the conversation
Meme
Share fun facts about parenting.
CONTENT TYPE-TIER 2
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After the audience has a certain degree of trust in the brand, Lollipop can develop in the direction of the mom’s manual, such as sharing parenting suggestions, etc.
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According to the mother's pregnancy timeline to develop topics: during pregnancy, after pregnancy (baby 0-4 years old).
04| Result
Story Highlight Cover
The cover I designed with the UI team showcases Lollipop's bendable capabilities in best-selling colors.
Content Type
Product Introduction
The product relates to contemporary issues to create an emotional connection with the audience. For example, the Lollipop Grey outer is based on Pantone's 2021 Color of the Year, as grey represents peace in a chaotic pandemic.
Lollipop provides a solution
Product Feature
Mentioned the problems that may be encountered in parenting
Entertainment
Mainly retweet parenting fun facts.
The pinky and turquoise clouds in the background can provide a soothing atmosphere for the audience.
Holiday
In addition to celebrating the festivals, I invited several mommies to share their experience of being a mother and organized the campaign to increase audience engagement.
Instagram Performance Analysis
Data analysis results from February 2021 to August 2021.
Follower Monthly Growth Rate
+10%
Post Impression Rate
+54%
Story Reach Rate
+233%
Post Engagement Rate
+150%
Post Reach Rate
+56%
Grey Outer Sales on Amazon US
+36%
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