Brand building on Instagram in Russia
Ogneva, Ekaterina (2020)
Ogneva, Ekaterina
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202001281679
https://urn.fi/URN:NBN:fi:amk-202001281679
Tiivistelmä
The purpose of the thesis is creating a marketing strategy on Instagram for the case company Drop Tattoo Studio in order to build a unique, strong and profitable brand. The main objective of the research is to analyze the current situation and trends of Instagram marketing in Russia and to understand which strategies are better to use with the help of the most popular social networks, such as Instagram around the world. The thesis includes an outlook on how important is Instagram in brand building. Some theoretical information about becoming a strong brand and how to create a successful marketing strategy will be given, as the goal of the thesis is to develop an Instagram marketing strategy that creates brand-awareness, user involvement and recognition for the case company.
The theoretical part of the thesis consists of information about social media for business followed by more detailed findings about Instagram marketing for the case company. The section also covers building a brand, creating a promotional campaign and marketing internationally as a part of a social media marketing strategy. The theoretical part utilizes articles, frameworks and academic literature to present the findings in order to understand how a brand is being developed on Instagram, creating content for social networks and developing SMM strategy, promoting a brand through targeted advertising, opinion leaders and competitive mechanics.
The empirical part is the part where the practical research is presented and combines data gathered by testing different tools on the Instagram account of Russian tattoo company. It consists of implementing a marketing strategy and various marketing functions to the company’s account and analyzing how everything works in order to promote and increase brand awareness and user involvement.
The final part of the research is a comprehensive summary, conclusions with answers to all questions and outcomes of the research with all limitations, future ideas and suggestions for the company's development. The final result of this thesis is to identify a successful Instagram marketing strategy for Drop tattoo company that will perfectly work in the future.
The theoretical part of the thesis consists of information about social media for business followed by more detailed findings about Instagram marketing for the case company. The section also covers building a brand, creating a promotional campaign and marketing internationally as a part of a social media marketing strategy. The theoretical part utilizes articles, frameworks and academic literature to present the findings in order to understand how a brand is being developed on Instagram, creating content for social networks and developing SMM strategy, promoting a brand through targeted advertising, opinion leaders and competitive mechanics.
The empirical part is the part where the practical research is presented and combines data gathered by testing different tools on the Instagram account of Russian tattoo company. It consists of implementing a marketing strategy and various marketing functions to the company’s account and analyzing how everything works in order to promote and increase brand awareness and user involvement.
The final part of the research is a comprehensive summary, conclusions with answers to all questions and outcomes of the research with all limitations, future ideas and suggestions for the company's development. The final result of this thesis is to identify a successful Instagram marketing strategy for Drop tattoo company that will perfectly work in the future.