Strengthening brand awareness through paid social media marketing : case: Kitchen Joy
Nylund, Catarina (2020)
Nylund, Catarina
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022061117492
https://urn.fi/URN:NBN:fi:amk-2022061117492
Tiivistelmä
Social media has become an important platform for marketers to reach their potential audiences as well as a meeting place for brands and consumers. Social media can be used as a tool for brands to increase their brand awareness among their audiences through advertising.
The aim of this thesis was to find out how brand awareness can be increased through paid social media marketing and what the possible proof for for increased brand awareness is. This thesis was execudetd as an assignment for the company Lejos Oy, who operates as the distributor and the marketer for the brand Kitchen Joy in the Finnish market. The goal for this thesis was to see if there would be any proof of strengthened brand awareness for the brand Kitchen Joy in year 2020 by examining the results of social media advertising efforts. As a result of this thesis the company Lejos Oy got an insight of the brand Kitchen Joy’s social media performance in year 2020 and a framework and a benchmark for future social media ad campaigns.
The theoretical framework consists of two parts. The first part reviews the value of brand awareness on social media, social media marketing and targeting objectives. The second part reviews the ROI of social media marketing and the KPIs of brand awareness. Benchmarking the ad results were also introduced.
The empirical research was executed as a quantitive research of the data retrieved from Kitchen Joy’s social media ad campaigns in year 2019 and 2020. The data was collected and analysed through the findings of ROI and KPIs of brand awareness defined in the theoretical part of this thesis. The objective was to find out if there were any changes in terms of brand awareness between the ad results of year 2019 and 2020 as well as between the target audiences of the ads. The organic growth of the audiences of the brand Kitchen Joy and the changes in the total engagement rates of Kitchen Joy’s social media profiles years 2019-2020 were also included in the research.
The empirical research shows that there are signs of improved brand awareness gained through paid social media marketing efforts for the brand Kitchen Joy that has been achieved under one year. The research also shows that there are proven ROI of social media gained through social media advertising.
The aim of this thesis was to find out how brand awareness can be increased through paid social media marketing and what the possible proof for for increased brand awareness is. This thesis was execudetd as an assignment for the company Lejos Oy, who operates as the distributor and the marketer for the brand Kitchen Joy in the Finnish market. The goal for this thesis was to see if there would be any proof of strengthened brand awareness for the brand Kitchen Joy in year 2020 by examining the results of social media advertising efforts. As a result of this thesis the company Lejos Oy got an insight of the brand Kitchen Joy’s social media performance in year 2020 and a framework and a benchmark for future social media ad campaigns.
The theoretical framework consists of two parts. The first part reviews the value of brand awareness on social media, social media marketing and targeting objectives. The second part reviews the ROI of social media marketing and the KPIs of brand awareness. Benchmarking the ad results were also introduced.
The empirical research was executed as a quantitive research of the data retrieved from Kitchen Joy’s social media ad campaigns in year 2019 and 2020. The data was collected and analysed through the findings of ROI and KPIs of brand awareness defined in the theoretical part of this thesis. The objective was to find out if there were any changes in terms of brand awareness between the ad results of year 2019 and 2020 as well as between the target audiences of the ads. The organic growth of the audiences of the brand Kitchen Joy and the changes in the total engagement rates of Kitchen Joy’s social media profiles years 2019-2020 were also included in the research.
The empirical research shows that there are signs of improved brand awareness gained through paid social media marketing efforts for the brand Kitchen Joy that has been achieved under one year. The research also shows that there are proven ROI of social media gained through social media advertising.