Introduction
Due to the impact of Covid-19, Melbourne has entered the fourth stage of lockdown from July, and all stores can only be closed to choose online sales. As a Melbourne store that provides customized bras for women with D cups and up, Brava hopes to use social media campaign to attract potential target customers to measure sizes and buy bras online while retaining the original customers.
Insight
After analyzing Brava's background, target customer groups, existing opportunities and threats and so on in combination with SWOT theory, I found that Brava's customer loyalty is very high, and women who consume Brava rarely choose other bra brands. Therefore, if Brava wants to increase its visibility, it can attract new customers through existing customers.
I used the hashtag which is very popular on social media recently and the promotion strategy in the 4P theory, planned a social media campaign named "#BravaForDcup+#" on Instagram-Brava has 15,000 followers. Call on existing customers to share stories about themselves and their bras on social media, and post with the hashtag #BravaForDcup+# to expand the visibility of Brava, so that not only the friends and family of existing customers can see the post, but the hashtag can also make them know Brava directly-it offers bras for D-cup and up women. Among these people who share stories, they have the opportunity to experience Brava's online services and custom bras for them.
Thinking
Through this Work, I independently wrote the entire planning report, through the analysis of the Bra market and target customers, and finally formulated marketing strategies. This process requires me to be familiar with network promotion and planning, have excellent writing skills and professional knowledge, as well as the target customers insight into media consumption habits.