1. Executive summary
LENA the fashionlibraryexistssince November2014. Justa few people know of thisplace whereclothes
can be borrowed.Atthe momentLENA has200 subscribers,butneedsmore than400 to make profit
out of thisconcept.Online almostnoconversionistakingplace andalmostnowebsite-visitorsare
comingfromsocial media.Therefore,the keysubjectof the researchis:How can LENA improve her
brand awarenesswhile usingasocial mediastrategyinorderto gainmore members?Deskresearchand
fieldresearchare bothusedtoget the answerto thisquestion.Deskresearchisexecutedbyusing
studyingthe Internet,literatureandearliersocial mediatofindoutif itis evenpossible touse social
mediatoimprove the brandawarenessandconversion.Afterthis,fieldresearchhasbeenconductedto
define the targetgroupandhowtheyuse social media.Tensubscribersof LENA have beeninterviewed
inorder to gettingtoknowthe current customerof LENA.Afterthat 267 surveyscontainingthe same
subjectswere conductedamongpotential customers:womenlivinginAmsterdam.Due tothe
combinationof qualitative andquantitativeresearchthere isatrustworthy,realisticandvalidreport
producedthatgivesan answertothe keysubject.One of the mostimportant resultsinthisresearchis
that social mediaindeedcanhelpimprove the brandawarenessandconversionforLENA.Forbrand
awarenessitisimportantthatLENA usessocial mediaina goodway.Whenshe doesthat, hersocial
mediafollowerswill interactwithLENA onsocial mediaandhercontentwill spreadamonga lotof social
mediauserswhodidn’tknowLENA.Forthisit isalsoimportantto measure if interactionandfollowers
are growing.Then,whenthe brandawarenessisbecominghigherandhigher,so isthe conversion.But
there ismore.LENA hasto make sure thatshe postslinksof the website onhersocial mediapage’s,so
she makesiteasierforthe social mediafollowerstogoto the website where conversioncantake place.
Advertisementswithcall-to-actionbuttonstothispage canhelpas well.How manywebsite visitorsare
reallycomingfromsocial mediaandare visitingthe conversionpage andfill inthe firmtobecome a
memberatLENA has to be measuredatall times.To make shore that the conversionisbecominghigher
and if people are visitingthe page are comingfromsocial medianetworks.There hasbeenaresearchto
the target groupof LENA to findout whoLENA needsto attract, onwhichtime,withwitchsocial media
channelsandwithkindof content.Thisonline targetgroupof LENA consistsof creative women,livingin
Amsterdaminthe age of 20 until 35. Theylove to see picturesof whatisgoingon backstage at LENA,
parts of the collection,membersinoutfitsandinspirationalpicturesof LENA.The targetgroupismostly
online inthe eveningandtheirfavorite social mediachannelsare Facebook,InstagramandPinterest.
These are the same channelsaswell thatare bestfor improvingbrandawarenessandconversion.