Academic Justification into ABC Digital Inc's Social Media Marketing Campaign
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Academic Justification into ABC Digital Inc's Social Media Marketing Campaign
Chloe Louise Pryce - 16011629
Amy Mosley - 15075502
Rebeca Lumb - 16025528
Our
Digital Marketing agency, ABC Digital Inc, analyzed and evaluated our chosen
clientele’s use of social media marketing, Rare London. This specific retailer, is a boutique women's fashion brand whose style is influenced by catwalks and celebrities, creating
on-trend looks at fab prices’ (Rare London,
2016). Having researched into the retailer’s use of social media platforms, our
agency found that the most frequently used site of Rare London out of Facebook,
Twitter, LinkedIn and Instagram was Twitter.
In order to determine
which digital platform was most suitable for Rare London, we considered their
target audience, which is aimed at young women since they only sell womenswear.
According to statistics, 65% of young people use social media (Perrin, 2015),
which justifies why we believe focusing on a social media platform for an
advertising campaign was most beneficial to the brand. After critiquing the
chosen social media platform, it became clear that one of Twitter’s main
benefits to an organization is its ability to increase brand awareness,
as well as customer loyalty as content can be shared quicker and easier to
consumers than any other digital platform and direct communication between the
business and consumer is possible.
With this Rare London can build relationships with the
consumer making them shop with the brand again and influencing them to shop and
Rare London over and of its competitors. Furthermore, with many competitors in
the fashion industry, Twitter enables the company to see what the other
competitors are doing to make strategic business decisions in order to improve.
ABC Digital Inc’s creative idea was that consumers of Rare London
took a photo of themselves wearing the brands winter range and posted it to
Twitter with the hashtag “#ARareChristmas”.
Several of the photos posted with this hashtag would then be retweeted by Rare
London and shared on the company’s corporate website where a call to action
button of “shop now” shall be
available so other customers who see the photo are able to easily shop the look
in the photo. This should hopefully increase sales through a social media buzz
as by getting consumers to take photos of themselves in Rare London clothes
means that those pictures are more likely to end up on other social media
platforms, especially Instagram and Facebook.
We believe our creative ideas were suitable for the digital
platform as Twitters use of hashtags means the company can network with a wide
range of consumers to maximize what they have to offer and also share with
everyone to raise awareness. We expect the response from the target audience to
be positive as they can engage with the company and have a chance to feature
both on Rare London’s Twitter feed and corporate website making them feel
valued by the brand and like they are an influential endorser themselves.
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