Brand building on Instagram - case Space Nation
Vaara, Anni (2017)
Vaara, Anni
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120720089
https://urn.fi/URN:NBN:fi:amk-2017120720089
Tiivistelmä
Space Nation is a Finnish space experience company built for entertainment and educational purposes. The product presented in this thesis is Space Nation’s Instagram. The main purpose was to create brand awareness for the company on Instagram and create an online business card representing the company’s brand image. Other (ongoing) goals were to gather target audience followers using Instagram platform specific ways. The product was executed together with the marketing team at Space Nation and in close cooperation with Katja Presnal, the Marketing Head of Products at Space Nation.
The theoretical framework consists of branding and branding on Instagram. Benchmarking chapter includes successful Instagram brands and explains how their information was used for the benefit of Space Nation. This thesis will exclude other social media channels completely. The research methods used in this thesis were desktop study related to Instagram today and its effects on branding as well as benchmarking successful Instagram brands.
This thesis will present the process that lead to the final product, which is Space Nation’s Instagram. The product’s results will be examined in a small scale as the execution took place during a ten-week period of time, therefore lacking the needed validity to verify whether or not it was a success.
The results from benchmarking were used for the benefit of Space Nation. The visuals and the context from other companies were taken into use. The result was that the Instagram platform is a constantly changing product which requires attention and preview of the strategy every now and then. The visual image on Instagram should be clear, photos good quality and Space Nation should be able to provide value for its followers at all times. Engaging in the community in all platform specific ways are a key element in the success on Instagram. In the future, the value creation and engagement will remain as the main goals.
The theoretical framework consists of branding and branding on Instagram. Benchmarking chapter includes successful Instagram brands and explains how their information was used for the benefit of Space Nation. This thesis will exclude other social media channels completely. The research methods used in this thesis were desktop study related to Instagram today and its effects on branding as well as benchmarking successful Instagram brands.
This thesis will present the process that lead to the final product, which is Space Nation’s Instagram. The product’s results will be examined in a small scale as the execution took place during a ten-week period of time, therefore lacking the needed validity to verify whether or not it was a success.
The results from benchmarking were used for the benefit of Space Nation. The visuals and the context from other companies were taken into use. The result was that the Instagram platform is a constantly changing product which requires attention and preview of the strategy every now and then. The visual image on Instagram should be clear, photos good quality and Space Nation should be able to provide value for its followers at all times. Engaging in the community in all platform specific ways are a key element in the success on Instagram. In the future, the value creation and engagement will remain as the main goals.