Strategies for Building Brand Awareness and a Competitive Edge in Social Media in a Cross-Field Industry: Establishing a Social Media Strategic Plan for Henua
Casemajor, Charline (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121537544
https://urn.fi/URN:NBN:fi:amk-2023121537544
Tiivistelmä
The present thesis, commissioned by Henua, an organic and premium skincare company, studied optimal strategies for Henua to build a robust, luxurious, and natural brand reso-nance, and to position them in the overloaded cosmetic market.
With the current escalating demand for organic and natural products, an increase in competitiveness is observed in the industry. Therefore, to succeed, companies must be provided with ingenuity in differentiating companies from competitors by creating unique campaigns that are resonated with depth by their target audience.
In this thesis, Henua is introduced first, and existing literature on organic and luxury skin-care markets is reviewed, each presented independently, with a specific emphasis on their point of convergence. Subsequently, benchmarking was conducted with regard to similar-sized and leading competitors to position Henua based on its prevalent attributes. Hence, a social media strategic plan was built, and a brand awareness test campaign was implemented as a result, with the aim of identifying the most effective brand awareness strategies within both sectors.
The test campaign results were subjected to analysis and comparison to the key perfor-mance indicators retrieved from benchmarking to evaluate performance and to recom-mend accurate strategies. Nonetheless, these data analysis were concealed in accord-ance with the commissioner’s request for privacy.
Finally, outcomes involving the leveraging the brand’s roots, the incorporation of exclu-sive content with the owners, and the use of Instagram’s broadcast channel feature for building community were suggested. In conclusion, effectiveness in enhancing brand resonance by building emotional connections and identification is attributed to discrete and impactful promotional messages. This thesis provided practical insights into the skin-care market, contributing to a more comprehensive understanding of social media brand awareness strategies.
With the current escalating demand for organic and natural products, an increase in competitiveness is observed in the industry. Therefore, to succeed, companies must be provided with ingenuity in differentiating companies from competitors by creating unique campaigns that are resonated with depth by their target audience.
In this thesis, Henua is introduced first, and existing literature on organic and luxury skin-care markets is reviewed, each presented independently, with a specific emphasis on their point of convergence. Subsequently, benchmarking was conducted with regard to similar-sized and leading competitors to position Henua based on its prevalent attributes. Hence, a social media strategic plan was built, and a brand awareness test campaign was implemented as a result, with the aim of identifying the most effective brand awareness strategies within both sectors.
The test campaign results were subjected to analysis and comparison to the key perfor-mance indicators retrieved from benchmarking to evaluate performance and to recom-mend accurate strategies. Nonetheless, these data analysis were concealed in accord-ance with the commissioner’s request for privacy.
Finally, outcomes involving the leveraging the brand’s roots, the incorporation of exclu-sive content with the owners, and the use of Instagram’s broadcast channel feature for building community were suggested. In conclusion, effectiveness in enhancing brand resonance by building emotional connections and identification is attributed to discrete and impactful promotional messages. This thesis provided practical insights into the skin-care market, contributing to a more comprehensive understanding of social media brand awareness strategies.