Part 1 â€“ Case Study (10 pts)
Choose a brand with a successful social media campaign on Instagram and write a paragraph walking us through their case study. (Google â€œsuccessful Instagram campaignsâ€ or â€œInstagram case studiesâ€ to find your brand.) You must cite your sources. *Donâ€™t forget to include a Works Cited section at the end* Do not copy and paste information or you will risk receiving 0 credit for the assignment.
Answer the following questions:
- What is the brand and who is their target demographic?
- What were their goals and what did they do for the campaign?
- What were the results of the campaign?
Part 2 â€“ Social Media Audit â€“ (20 pts)
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Evaluate the brand on Instagram. Analyze at least 1 month of content and answer the questions below. Number your answers and write in complete sentences.
- How many followers do they have and how many are they following?
- How often do they post? Is it consistent?
- What types of content do they post?
- Do they mostly post original content, curated content, or user-generated content?
- Can you shop from the account? If so, how?
- What kind of discounts or promotions do they offer? How often, if ever, do they offer special promos/discounts?
- Do they incentivize followers to engage with them?
- On average, how many likes/ comments do they receive? Does the amount of likes and comments they receive make sense for how many followers they have? What is their engagement rate? Use this formula ( Likes + Comments, divided by number of followers, times 100.)
- Do they respond to positive and negative comments?
- What kind of hashtags do they use? Do they have specific hashtags that they use regularly?
- Do they utilize the profile pic and bio well? What are they?
- Do they seem to use a consistent filter on all of their photos?
- Do they use geotags?
- Do they tag other accounts in their photos?
- Do they utilize stories or go live? What kind of content is seen here? Do they use story highlights? If so, how?
Part 3 â€“ Analysis (10 pts)
In your own words, describe why you believe this brand is successful (or not) on Instagram. List 3 strengths and 3 weaknesses. Explain one way you believe the brand could improve on Instagram.
Part 4 â€“ Content Calendar (10 pts)
Create 2 new Instagram posts and 1 story (3 posts total) for your brand for a Thanksgiving campaign.
- Your posts must include an image, a geotag location, at least one other tagged account (different from the account that’s posting), a caption, and 3 relevant hashtags.
- Your story must include an image and a swipe up. The link can be to a website home page, product page, new blog post, YouTube video, or anything else.
Include images, captions, and links inside the assignment. You may include the items separately, or create a mock-post inside Instagram and screenshot it. As long as all required information is included.
Note about assignments: You must upload your assignment as one document only, and in the proper format (pdf). Failure to do so will result in a deduction of points or zero credit.
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