the new faces of
BY ALISON CANDO
CONCEPT A new communication strategy to enhance already utilized platforms such as Instagram while embracing trendy ones like TikTok and Spotify/iTunes for podcasting. Introducing a new communication strategy will enable Hill & Friends to maintain its current clientele more engaged while reaching new audiences which can eventually become new customers. The aim is to develop a solid H&F social media presence so that interest increases and ultimately the demand for products.
RESULTS FROM ONLINE SURVEY, 106 PARTICPANTS*
Participants use Instagram to hop on viral trends and get an insight of the other side of their favourite brands
37%
29%
Individuals use TikTok to primarily discover new things, get inspiration and to find out more about a product or brand online
34% Participants listen to podcasts while doing other activies and to gain an insight on different things
Current platforms worldwide engagement downloads
2.1 Million
2.6 Billion
A vast majority of Hill & Friends’ audience engages on Instagram. However, these statistics demonstrate that other platforms are also an excellent opportunity to gain visibility and offer customers a refreshing brand experience and stand out from competitors.
3 Billion
2022 (Statista 2022)
A STRONG DIGITAL PRESENCE MATTERS
Social channels give businesses the opportunity to set the narrative on who they are as brands (Forbes 2020)
85% of consumers conduct research on brands before they make a purchase online
Social media and other digital mediums enable brands to educate their customers about their brands
(Sendible 2022)
(Forbes 2020)
TARGET AUDIENCE CHARLOTTE 24 years old
marketing assisstant at a beauty organization in Manchester she is independent and not afraid to do things differently super creative individual with a bubbly personality
has an original style
sustainability is extremly important to her
her most used apps are TikTok and Instagram, and listens to podcasts
enjoys learning new things that allows her to question her environment and see things from a fresh perspective
INSTAGRAM & TIKTOK IDEAS FOR MUCK-UP VIDEOS Hill & Friends most engaged content was: * Behind the scenes of photoshoots * Product sketching and making * Live events such as fashion shows and collections launch These type of videos had more than 2K views each
86%
of people would like to see more video from brands (Sendible, 2022) These videos were created with found footage from H&F Insta
PODCAST “THE CHEEKY SIDE” The Cheeky Side by Hill & Friends is a space for all the creative individuals keen on learning more about H&F history, the never told industry secrets and the social topics that should be discussed. Every week Emma Hill will be taking us on a thrilling ever-growing learning journey with interviews and special episodes with celebrities, industry experts and individuals wanting to shake things up.
* The recorded interviews can be used to create engaging content for socials such as Instagram and TikTok * Additionally, Hill & Friends can generate another source of income by setting up its own YouTube channel in which the interviews are uploaded on a weekly basis
STRATEGY TIMELINE * Posting dynamic behind the scenes reels along with a call to action captions and relevant hashtags on Insta
* Video post of Emma excitedly introducing the first-ever podcast episode by the brand on Instagram and TikTok * Audience is encouraged to find out more about the new H&F project
* After the first month of launching the podcast, H&F can add a link on the podcast’s platforms to get feedback * H&F should undertake quick surveys on platforms to gather ideas for future episodes as regularly as possible
* Create candid videos on TikTok displaying the working culture in H&F and products
* Brief podcast episodes video snippets with captions, shared across Insta and TikTok
* Repost the most original videos on Insta reels to encourage following on TikTok
* Story posts on Insta to disclose a few details about upcoming episodes, the platforms on which they can listen to H&F
ACHIEVED OBJECTIVES H&F will build a solid social media presence and sales by implementing a new communication strategy. Once the following base grows on Insta Reels and TikTok from the refreshing content, the audience will better understand what H&F values are and connect with the brand more easily. Embracing new social channels can keep already established customers entertained while gaining new audiences.
Link to interactive PDF to play mock-up videos https://indd.adobe.com/view/f31ed35a-2332-4ec6-bd6f-4216709aee1b