Developing a social media campaign for a new brand and evaluating the preliminary results

Abstract

This subject was chosen due of the writers' interest in the marketing industry, particularly social media marketing. Since they had a new brand that would soon be introduced to the Finnish market, brand manager Maria Laitala offered to work with the author on writing a thesis while the author was completing an internship with Schwarzkopf Professionals.

The aim of this thesis is to create a social media campaign for the upcoming new brand Indola from Schwarzkopf Professionals. The goal of the social media strategy is to increase brand awareness within the target market and advertise the new product to that market. The brands primary target audience are hairdressers. There are two research questions that this research needs to answer: • “What kind of social media plan would be feasible for launching Indola to professional hairdressers?” • “How can the effect or results of the social media promotion or campaign be evaluated?”

The research approach applied in this thesis is a case study. This case study shows the process of making a social media campaign from the goals and objectives of the case company.

This thesis concluded with the creation of the social media campaign and the analysis of the preliminary results of traffic data. The author found that a clever and effective social media campaign with four distinct stages, each of which focuses on a different goal while still achieving the campaign's core aims was achievable and the effectiveness of the social media campaign could be evaluated by the traffic data.

Keywords: Social media marketing, Digital marketing, Brand awareness, social media campaign