Social Media Marketing Campaign for Data Driven Analytics Course

1. Challenge: Social Media Marketing
Campaign
Objective: To propose a Social Media Marketing Campaign for a small online retail company.
Instructions:
Let’s imagine that you have this task. Your objective is to propose a Social Media Marketing
Campaign for a small online retail company of fashion and cellphone accessories.
According to the topic concepts you already studied, what social media campaign would you purpose
for a client that is looking to enhance its brand positioning and awareness?
General Objectives
Make an analysis about the environment around the brand and elaborate a social
media marketing Campaign.
Specific Objectives
 Do the segmentation and select the target, with what we are going to lead.
 Increase engagement in the 3 most important social media platforms
(Instagram, Facebook, Tik Tok) in the next 6 months.
 Enhance sales around 5% during the next 3 months.
Brand Description
This brand is a online retail company, focused on fashionable cellphone
accessories and supplements, with a great catalog of products like cellphone
cases, bag packs, bags; supplements and accessories like headphones, chargers,
etc.
Target
Demographic
Gender
Women 75%
Men 15%
Age 15 – 50 years

2. Occupation
Student 30%
Professional 45%
Home25%
Socio-Economy Status
Lower Class
Middle Class
Education
High School
College
Family Size +4 persons
Religion
Christianism
Catholic
Race
Latin
Mexican
American
Nationality Mexican
Generation
Millenial
Generation z
Geographic
Region Mexico Valley
Country Mexico
City Mexico City
Population Density 6 163.3 habitants per km2
Climate Mild Weather
Psychographic
Social Class
Middle Class
Low Class
Lifestyle Taste for what' "is fashionable" and at affordable prices.
Personality People who like to buy.
Behavioral
Attitude Looking for fashion and mobile accessories.
Product Use Technology, fashion, accessories, supplements.
Benefit Satisfaction,

3. Expectative “It´s really cute”, “it is pretty and useful”.
Which Social Media we are going to use?
Tik Tok
 2-3 post every day.
 The content will be about the products, their use, etc.
 We will use the strategy of the sounds from Tik Tok, using the most popular
ones, to have more views and interactions, always going according to the
brand´s personality.
 Use specific hashtags to segment the content, for example: #fashion,
#accessories, #technology, etc.
 Use popular hashtags to get more views and interactions, for example:
#foryou, #tiktok, #fypage, etc.
 Interact with the people, to generate engagement
Instagram
 Creating around 4 posts per week.
 Upload Instagram Stories every day (5 or more).
 Post showing the products, promotions, new launches, etc.
 Adding different content like phrases, surveys, use suggestions, etc. in
Instagram Stories.
 Download the videos from Tik Tok and upload to reels.
 Interact with the people, to generate engagement
Facebook
 Share the same pictures and stories as in Instagram.
 Share content every day (photos, stories, post, etc.)
 Interact with the people, to generate engagement
The accounts of this 3 Social Media Platforms, must be linked and have the same
user name.
The content must be constantly actualized and be according to the brand´s
personality and the

4. The responsible of the Social Media management must be active and interact with
the people, answering the DM´s, comments, and every kind of interaction that can
generate engagement.
Influencer Marketing
The proposal is hire 3 influencers for this first campaign (we will consider more
influencers prospects for the following campaigns), which will consist in sending a
PR bundle, with:
 3 iPhone cases
 1 Bag pack
 1 air pod case
The campaign will consist in 3 Instagram Stories, 1 post in Instagram and 2 Tik
Tok/Reel, showing the products, tag the user name in the description of the post or
using the “@” aticker (for stories). The interaction with the products must be
organic, obviously saying it is a paid campaign.
The influencers selected must be Mexican, fashionable content, have between 10k
- 100k followers at Instagram, have more than 50 k views in every Tik Tok video,
and have a good engagement with their public.
Mariana Carvajal
 Fashion content: outfits, trends and lifestyle.
 206.8 K followers Tik Tok
 5, 285 followers Instagram

5. Becky Valenzuela
 Fashion content, sewing tutorials, DIY, decoration, trends, lifestyle.
 610.9 k followers Tik Tok.
 43.3 followers Instagram.

6. Conclusions
This campaign was designed for engagement and sells increase, so we need to
implement the campaign as soon as possible, after it is approved by marketing
team.
Critical thinking questions:
What is the optimum KPI for measuring campaign’s success?
Applause rate, is a KPI that help to measure the engagement that generates in
every post, it is really useful, because we can use it in every kind of post and

7. Social Media Platform.
What platforms/mediums would you use for the campaign and why?
 Tik Tok:
This is the best social media platform to interact with a good part of the target we
are looking for (women, 15-30 years), the platform brings a lot of resources for
create content and also to generate views, engagement, new customers and
increase sales.
 Instagram:
The most common social media platform for small and medium online business
and the second biggest social media platform.
It is really useful to create content and use it as a catalog of products, interact with
the public and put attention in their preferences and interest.
 Facebook:
The biggest Social Media Platform, it is really useful to interact with older
customers (women, 31-50 years), and almost every age from our target, and it´s
also useful because we have the same resources as the other platforms.
Which creative format would you execute for the campaign? Add
examples.
We are looking to give a fashionable vibe, according with what is on trend right
now, using as inspiration the different kinds of <<aesthetic>> that are popular
between the teenagers and young adults, innovating with creative photos, good
design products and creative cinematography and script.

9. Color Selection
We choose this 2 proposal for color palette, thinking that most of our target are
young women, the selection of bright color are to give a fashionable, modern,
technological, innovating vibes, but also being feminine, youthful and cheerful.

10. Competitors Content (Benchmarking)
The content is thinking to be organic, but still attractive and well thinking, trying to
follow the color palette and esthetic, with good quality photos and videos.