The Story Louis is a comfortable man with a great job, who loves to work out and cares about the shape of his body. Which is not very shaped at the moment because his great job allows him the convenience of a great gym membership, but not the time. He desires to have the opportunity to work out from the comfort of his own two-room apartment. Louis is a stylish man and this is reflected in his interior. Unfortunately, he couldn’t find any dumbbells that radiate the same atmosphere as his carefully furnished home and he does not have the storage space to hide them. He was almost going to settle for regular iron dumbbells, until he finally landed on the website of ShAPEd. Handsome hand-crafted wooden dumbbells with leather-covered weights. Dumbbells that looked as good as the rest of his home, dumbbells he did not have to hide, but instead could use to show off. Dumbbells to help him get ShAPEd.
The Customer Journey Barriers: Awareness: The overload of other opportunities when it comes to fitness social media, which reduces the chance of finding ShAPEd on Instagram and Facebook. Evaluation: There are a lot of other options to choose from and, even though ShAPEd is unique, there are cheaper dumbbells. Decision: The consumer has to wait until the product arrives and waiting could cause irritation.
KPI’s 1. An average of 5 leads to the website over all the posts - taking into account that visitors know it is under construction. 2. Average organic reach on Instagram of 120 3. Average organic reach on Facebook of ... 4. Boosted reach on Facebook of… 5. Boosted reach on Instagram of... 6. Average engagement rate on Instagram of 15 in one month. 7. 200 followers on instagram in one month. 8. Average clicks through instagram account per post of 5. 9. Average leads to website per post of 5. 10. Average new followers per post of 4. 11. Requested discounts on t-shirts of (zoveel via rooster (begin), zoveel via story (later): story werkt beter)
“It’s not that Coca Cola is necessarily good at advertising. It’s just that since day one, not a day has gone by that they haven’t advertised”
Instagram Facebook
Hashtags These hashtags are used for promotion and will be deleted after a few days: #health #fitness #fit #envywear #fitnessmodel #fitnessaddict #fitspo #workout #bodybuilding #cardio #gym #train #training #health #healthy #instahealth #healthychoices #active#strong #motivation #ins tagood #determination #lifestyle #diet #getfit #cleaneating #eatclean #exercise
80% Informational & Entertaining 20% Self Promotion
Testing -Time of the day -Post frequency -Engagement / non-engagement -Quotes -Influencers -Advertising Carousel - Video
Content (Calendar) May May May 15 19 22 Something new is on its way. Are A diamond in the rough... Are you ready to get shAPEd? The you ready to get #SHAPED? wait is almost over! #almostthere #shaped #getshaped #lifestyle #getshaped #design #fit #gains #shredded #beastmode #motivation
Feed Visualisation May 25 Before we go online, we want go give away a 25% discount on the exclusive ShAPEd T-Shirts!! Send us a DM with your name and surname, and we'll give you the discountcode once the official sales start! � #GetShaped
May 28 It's time to #GetShaped. Follow @get_shaped_ to stay up-to-date on the website and the availability to order! � #ShAPEd
June 1 SILVERBACK - ORANGUTAN - CHIMPANZEE. The 3 variations of our dumbbell rods. Which one is your favourite? #GetShaped June 3 It's almost time to #GetShaped
June 4 June 6 We try our best to be peculiar, Comment your favourite colour! � to have a different style. Our #GetShaped dumbbells have adjustable weights made of lead balls covered with leather! June 5 June 7 That moment when you "Just being an ape is a #GetShaped �� Get a 25% workout" - Andy Serkis discount on our T-Shirts! Send (@andyserkis) us a message with your first and last name. We only got less #GetShaped than 10 discounts left!!
Carousel June 8 What is your favourite day for a workout? Comment down below �� #GetShaped
Last post of our campaign: ShAPEd dumbbells are not to be tucked away. We want you to be proud of your goals to be fit. Our dumbbells are made to be an essential part of your interior. Do you want to #GetShaped?
Keywords ❖ Peculiar ❖ Hipster ❖ Tribal ❖ Style ❖ Bohemian ❖ Classy ❖ Racks ❖ Vintage ❖ Weights ❖ Hippie ❖ 1990’s ❖ Dumbbells ❖ Retro ❖ Adjustable ❖ Sets ❖ Grunge ❖ Free ❖ Boho
Until 25/05 After 25/05 Summary of weekly collected data - Measured 2 days after a post was shared - Engagement rate reflects performance of posts ER= (likes + comments + saves / amount of followers * 100)/ reach * 100 Campaign on average: ER of 22.85 ➔ Average reach of 133,08 ➔ Click through profile 8,43 ➔ Leads to website 0,27 ➔ New followers 0,93 ➔
Weekly collected data - Gained most new followers - Highest clicks through to profile - Highest leads to website (average: 0,93) (average: 8,43) (average: 0,27)
Analysis of sales
Analysis and reflection on the effects of the campaign Instagram - which time to post?
Friday Monday Tuesday Saturday Wednesday Sunday Thursday
Analysis and reflection on the effects of the campaign Instagram - What type of logo and where to put it? Likes: 74 Likes: 62 Likes: 92 Comments: 5 Comments: 1 Comments: 5 ER: 13.85 ER: 13.64 ER: 20.74
Analysis and reflection on the effects of the campaign Total of 5 rasters: Date: 30/05 Average ER: 14.27 Highest ER: 22.25 Date: 25/05 Average ER: 43.23 Highest ER: 54.95 (Later this day we also started following) Date: 01/06 Average ER: 16.30 Highest ER: 23 Date: 28/05 Date: 03/06 Average ER: 16.43 Average ER: 13.52 Highest ER: 35.18 Highest ER: 15.84
Analysis and reflection on the effects of the campaign Raster is sometimes not of good use. Copy: SILVERBACK - ORANGUTAN - CHIMPANZEE. The 3 variations of our dumbbell rods. Which one is your favourite? #GetShaped - 12 comments Copy: Comment your favourite colour! � #GetShaped - 6 comments
Analysis and reflection on the effects of the campaign Optimizing Facebook
Analysis and reflection on the effects of the campaign Carousel Copy: What is your favourite day for a workout? Comment down below �� #GetShaped #health #fitness #fit #envywear #fitnessmodel #fitnessaddict #fitspo #workout #bodybuilding #cardio #gym #train #training #health #healthy #instahealth #healthychoices #active #strong #motivation #instagood #determination #lifestyle #diet #getfit #cleaneating #eatclean #exercise - 53 likes - 5 comments - ER: 16.97
Analysis and reflection on the effects of the campaign Usage of smileys Campaign on average: ER of 22.85 ➔ Average reach of 133,08 ➔ Click through profile 8,43 ➔ Leads to website 0,27 ➔ New followers 0,93 ➔
<- 5 shares <- 2 shares <- 6 shares
€10 - Video -> €5 - Carousel ->
Summary of conclusions and advice Advice: - Google Analytics - Imgur and Reddit Advice Facebook: - Trigger shares to increase reach - Advertise Advice Instagram: - Light and dark colors work - Smileys do not matter. - Logo without letters. - Influencers - Increase leads to website: visuals of products - Increase clicks through profile: visuals of faces - Increase comments: quotes or carousel - Rasters - Read Instagram statistics - Read comments (advice of @willfedeczkofitness (3.711 followers))
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