The document provides information about The Living Space, a new furniture and home furnishings lifestyle brand. It outlines their story, products, target user persona, and social media marketing strategy. This includes analyzing competitors, conducting social media audits, developing a content marketing strategy with various post ideas, and creating a scheduling plan to promote the brand's products and services across social media platforms.

1. Affordable Living
Lifestyle Furnishing
THE
LIVING SPACE
SGUS Social Media Marketing Training | Module: Promoting Products and Services on Social Media | 17 May 2021
Group 5 | Leong Lai Meng | Dyan Loh Kah Wai | Sharon Chan Lai Kuen

2. 1. Our Story
2. Products and Services
3. User Persona
4. Social Media Marketing Theme
5. Unique Value Proposition
6. Strengths
7. Social Media Marketing Objectives
8. Social Media Audits
9. Content Marketing Strategy
10. Scheduling Plans
CONTENTS
START

3. OUR STORY
The Living Space is a furniture and furnishings lifestyle brand
established in 2021 by three animal-loving friends who have common
interests in design aesthetics, home decor and sustainable living.
We offer pet-friendly, eco-conscious home living products with clean
cut modern designs for the young and young-at-heart consumers.
We reach our discerning consumers through digital platforms, thus
eliminating the need for permanent retail stores.
Our primary market is in Singapore but we aspire to grow into a well-
recognised home living brand for the South East Asia markets.

4. ● Living Furniture
● Dining Furniture
● Bedroom Furniture
● Kitchen Furniture
● Kitchen Wares
● Lifestyle Decoration
Accessories
● Interior Design Consultation
Products and Services

5. USER PERSONA

6. Smart
Savvy
Fun
Friendly
SOCIAL MEDIA
MARKETING
THEME

7. UNIQUE
VALUE
PROPOSITION
The Living Space is the ECO & Pet-
friendly lifestyle for you.

8. STRENGTHS
● SUSTAINABLE material sources for our
furniture/household products
● MODERNITY design with AFFORDABLE
price range
● FUSS FREE one stop service
(freight delivery/installation/assembly)
● PERSONALISED lifestyle consultancy
(on digital platforms)
● PET-FRIENDLY design for your furkids

9. SOCIAL MEDIA
MARKETING
OBJECTIVES

10. BRAND AWARENESS LEAD GENERATION
● Increase in 50% of content
exposures in terms of likes, click
through rates (CTR) & post sharing
in 6 months duration.
● Increase FB/IG followers to 5K in 3
months duration.
● Work with at least 3 influencers for
further exposures on their social
platforms within 6 months.
● Generate 40% growth community
on the brand’s digital touchpoint
presence. (eg: Website traffic/E-
newsletters subscription)
● Increase in 30% of product enquiries
per month.
● Achieve 40% redirection per month to
website from FB/IG posts.
SOCIAL MEDIA MARKETING
OBJECTIVES

11. SOCIAL MEDIA
AUDITS

12. As The Living Space is a lifestyle furnishing startup with less than a
year of establishment, we will be building our digital presence from
scratch by penetration of major social media platforms that are well
deployed in SG market in order to reach out to our target audiences.

13. THE LIVING SPACE * Existing Social Status
● Facebook - 80 followers
● Instagram - 50 followers

14. Research of Social Media Platforms in SG region
WHATSAPP
87% 71% 74% 59%
YOUTUBE
● Nearly 74.4% of SG
populations were FB users.
● Most of these users fall in
the age bracket of 20 to 35
yrs old. (Millennial
generations)
● Facebook proves to be the
most insightful social
platform with abilities to
perform lead generation,
consumers insight tracking.
FACEBOOK INSTAGRAM
● Over 3.8 million Singaporeans
visiting YouTube at least once
every week.
● 65% of surveyed SG audiences
cited the ease of finding
interesting and relevant content
on YouTube as the reason why
they prefer the site.
● WhatsApp takes up 87%
share of Singapore’s social
messaging market.
● SG audience regarded
WhatsApp as the most
convenience texting platform
that consists of text, call,
sending of media over the
internet to anyone located
almost anywhere in the
world, for free.
● Instagram claims 59% of
Singapore’s internet users.
This makes it the 4th most
used social network in
Singapore.
● In terms of cost & ROI,
Instagram delivers the best
results with its user-friendly
app interfacing and
straightforward approach.
*User % in
SG Market

15. Potential Social Platforms To Grow Brand Presence
Platform User Demographic (age group) Best for
Facebook Early 20s to late 30s Reaching a specific audience & turning leads into customers.
Instagram 18s to early 30s Creatively showcasing your brand, evoking engagement and building
brand awareness.
YouTube Early 20s to late 30s Building stronger customers relationships and showing the human face
behind your business.
Pinterest 18s to early 30s Sparking interest in your products and driving of sales.

16. COMPETITORS ANALYSIS
Business Description
From a small Swedish business selling through mail-order
catalogue, IKEA has become one of the most well-known
home furnishing brands in the world.
Unique Selling Proposition
Commitment to using only renewable and recycled
materials by Y2030.
Products
Home furniture & furnishings
Social Media Platforms
FB - 30 mil followers
IG - 93K followers
@ikeasingapore
#IKEAspotting
#MakeHomeCountIKEA
LinkedIn - 83K employees
YouTube - 15K subscribers
Website: https://about.ikea.com/
Social Media Style
● FB - Customer reviews. UGC paid promotions.
● IKEA catalogue continues to be the favourite
connection point with users.

17. COMPETITORS ANALYSIS
Business Description
Global partnerships in world class quality furnishings and
interiors.
Unique Selling Proposition
Made-for-life furniture, sustainable with strong ethnic
Indian and Indonesian origins.
Products
Nomad Home, Nomad India, Nomad Java, Nomad Tribe,
Nomad Village, Ethnicraft for Originals, Vincent Sheppard
Social Media Platforms
FB - 39K followers.
Pinterest - 1.5K followers
IG - 29.2K followers
Website: http://www.originals.com.sg/
Social Media Style
● FB products postings every 1-2 weeks
● PI has 786.3K monthly views.
● Email subscriptions

18. COMPETITORS ANALYSIS
Business description
An online furniture retail store providing aesthetic
furniture at competitive price points.
Unique Selling Proposition
Exclusive designer collections minus the hefty price tag for
the modern home.
Products
Household furnishings and storage
Social Media Platforms
FB - 150K followers.
IG - 63.7K followers.
Pinterest - 700 followers.
Available on Applestore
Website: www.castlery.com/sg/
Social Media Style
● Blog
● Subscription to newsletter
● Store Reviews (10K reviews)

19. CONTENT
MARKETING
STRATEGY
Ideas Formats Platforms
go

20. 01
Pet-Friendly
04
Eco-Conscious
● Easy to clean & remove
odours.
● Scratch-proof.
SOCIAL MEDIA MARKETING
IDEAS
02
Multi-Functional
● Easy to assemble &
dismantle.
● Modular - foldable for
space saving.
● Multi Purpose - one
furniture serves
multiple functions.
03
Budget-Friendly
● Easy instalment plans
available for purchases
>$500.
● Competitive pricing due
to no physical retail
store.
● Made from eco-friendly
raw materials.
● Consciously source from
trusted suppliers
globally.
● Recycling/Trade-In
program for the brand’s
used furniture.

21. 01 IDEA
Pet-Friendly
Format:
Livestream showing famous influencer-status
pets on social media interacting with our pet-
friendly furniture.
Platforms:
Livestream post
• Facebook
• IG TV (Instagram)
• YouTube

22. 01 IDEA
Pet-Friendly
Livestream Example
Posting Channels:
New household product launch, relevant product
review livestream with social influencers (pets
inclusive), will be published as video post at the
below mentioned:
1. Facebook/ Instagram post
2. FB & IG stories (IG TV)
3. YouTube Channel “ THE LIVING SPACE FOR U ”
Call-To-Action:
Create a 15 secs video trailer as Facebook & IG post
to direct audiences to the actual YouTube channel
for ultimate brand exposure. We wanted viewers to
subscribe to the channel in terms of digital
community growth with the brand.
Hashtag:
#livingspaces#petproof#petfriendly#sc
ratchproof#sofa#ideas#home
FB & IG Stories Sample: 15 Sec Video Trailer

23. *Livestream Example
Caption: Product Review with Miss Neela

24. 01 IDEA
Pet-Friendly
Format:
Blog Post giving tips on choosing pet-friendly
furniture.
Platforms:
Blog post
• Website
• Facebook

25. 01 IDEA
Pet-Friendly
Blog Post Example
Posting Channels:
Website/ Facebook/ Instagram
/Pinterest/ EDM Mailers
Caption:
Creation on a series of blog posts,
focusing on our brand UVP (e.g A pet
friendly furniture design), in terms of
selection, care & maintenance tips for
our targeted consumers.
Call-To-Action:
Having social media icons display
at the end of the blog to direct
audiences to our individual social
platforms.
Hashtag:
#livingspaces#petproof#petfriendly#scr
atchproof#sofa#homeideas#blog

26. 02 IDEA
Multi-Functional
Format:
Vlog having relevant social influencers,
household experts to share useful
housekeeping & storage tips, incorporating
our multi-functional furniture products.
Platforms:
Vlog post
• YouTube
• FB & IG

27. https://www.youtube.com/watch?v=GaNw5oqSZt4
YouTube Vlog Example
02 IDEA
Multi-Functional
Posting Channels:
YouTube / Facebook / Instagram
Call-To-Action:
Click for full YouTube video.
Click website for modular furniture.
Hashtag:
#livingspace #homedecor
#homeinspiration #interiordesign
#modularfurniture
#multifunctionalfurniture
#moveablefurniture #layeredfurniture
Caption:
We challenged ourselves to make a tiny
bedroom for two using multifunctional,
moveable and layered solutions from The
Living Space.
For FB / IG:
Create 15-30 secs video trailer as FB & IG post
to direct audiences to the actual YouTube
channel.

28. 02 IDEA
Multi-Functional
Format:
GIF Post showing modular and multi-purpose
transformation of our versatile furniture
products.
Platforms:
GIF post
• Facebook
• Instagram
• Pinterest

29. GIF Post Example
02 IDEA
Multi-Functional
Posting Channels:
Facebook/ Instagram/Pinterest
Call-To-Action:
Click website for modular furniture.
Hashtag:
#livingspace #homedecor
#homeinspiration #interiordesign
#modularfurniture #spacesaving
#smallspaces
Caption:
Refresh your home decor with The
Living Space modular furniture any
way anytime.

30. 03 IDEA
Budget-Friendly
Format:
Carousel Post with horizontal scroll display of
various promotion items in latest sale.
Platforms:
Carousel post
• Facebook
• Instagram

31. Carousel Post Example
03 IDEA
Budget-Friendly
Posting Channels:
Facebook/Instagram
Call-To-Action:
Click website for promotions page.
Hashtag:
#livingspace #homedecor
#homeinspiration #interiordesign
#affordablefurniture #budgetfurniture
#furnitureonsale
Caption:
Get up to 20% off our most popular
home designs — till May 31 only.

32. 03 IDEA
Budget-Friendly
Format:
Having EDM sent to our targeted audiences in
regards to the upcoming promotions, instalment
plans, pricing packages.
Platforms:
Electronic Direct Mailer
(EDM)

33. Electronic Direct Mail Example
03 IDEA
Budget-Friendly
Posting Channels: Electronic Direct Mail (EDM)
Creation of various welcome, product promo EDMs
to send to our new/existing clientele base to inform
them on the latest promotions & customisation
price package that we are concurrently running for
our household collection.
Call-To-Action:
1. Having ” Subscribe Us ” or “Check Us Out” button
insert in our mailers content for our viewers to
subscribe to our future E-NEWSLETTER, as well as
directing them to our brand website for more
details on the promotion.
1. Social media icons will be placed at the lower end
of the mailer to direct the viewer’s to our social
platforms.

34. 04 IDEA
Eco-Conscious
Format:
Video Post showing our eco-sustainable
sourcing policy and recycling/trade-in
program.
Platforms:
Video post
• Facebook
• Instagram

35. Recycling/Trade-In Program Explained
https://www.youtube.com/watch?v=YNSYDTJsRSU
04 IDEA
Eco-Conscious
Video Post Example
Posting Channels
This Recycling Video will be published as
native video post on our:
1. Facebook
2. Instagram
3. The Living Space website
Bored with a piece of used furniture?
Save $$ with our Recyling and Trade-In Program.
We offer rebate vouchers in exchange. Terms
and conditions apply.
#ecofurniture #ecofriendlyproduct
You are at the right place! Clicking CTA leads to
landing page in
website
Placement of video

36. 04 IDEA
Eco-Conscious
Format:
Infographic Post explaining how to choose
sustainable furniture.
Platforms:
Infographic post
• Facebook
• Instagram
• Pinterest
• Website

37. 04 IDEA
Eco-Conscious
Infographic Post Example
Posting Channels
This infographic will be published
as blog post on our:
1. The Living Space website
2. Facebook
3. Instagram
4. Pinterest
Will your children get to enjoy this planet for
generations to come?
#sustainabledesign #livingspaces
You are at the right place!
Placement of Infographic
Clicking CTA leads to
main page website

39. Ref Caption Content Format Platforms
E01 Grow your own sustainable garden Simple steps to grow your own vegetables. Get a
FREE packet of seeds from us.
Blog FB / IG
F01 4 Need-to-Know Tips for
Decorating a Small Space
Studio living Vlog YouTube
F02 What Makes a Good Workspace at
Home?
7 Tiny Tweaks that will make your home
workspace comfortable and inspiring
Video blog FB / IG
F03 What is Trending in Home Décor
2021?
Choose one or more elements to make a
statement
Carousel/
Slideshow
FB / IG / PI
F04 Home baking User invited to bake a cake with utensils from
the store (user generated content)
Video blog FB / IG
F05 What is the 60-30-10 Decorating
Rule?
Creating a color palette for a space Video blog FB / IG
F06 Useful Tips to keep your kitchen
organized
Household and storage tips Vlog YouTube
P04 Meet Miss Neela, dog influencer Harmonious home living with your pet Livestream FB / IG TV/
YouTube
P05 How to choose pet-friendly
furniture
Harmonious home living with your pet Blog FB / IG
Media Log

40. ● Share Blog Posts on Monday mornings to
catch people on transit in trains and buses.
● Post Videos on Tuesday evenings after
dinner before bedtime.
● Post Infographics on Wednesday
mornings to generate mid-week interest.
● Post GIFs on Thursday mornings to
generate hype for weekend sales.
● Post Carousel Ads on Friday mornings to
inform weekend sales.
● Post Livestream on Saturday evenings
when people are relaxed.
RATIONALE FOR
THE SCHEDULE

41. 1. Our Story Leong Lai Meng
2. Products and Services Leong Lai Meng
3. User Persona Leong Lai Meng
4. Social Media Marketing Theme Dyan Loh
5. Unique Value Proposition Dyan Loh
6. Strengths Dyan Loh
7. Social Media Marketing Objectives Sharon Chan
8. Social Media Audits Dyan Loh / Sharon Chan
9. Content Marketing Strategy Dyan Loh / Leong Lai Meng / Sharon Chan
10. Scheduling Plans Sharon Chan
PRESENTERS
START

42. WWW.THELIVINGSPACE.COM
THANK YOU