Crafting a Seamless Brand Messaging Strategy: A Digital Marketing Case Study

UnoiaTech was tasked with boosting Rishabh Puri’s (entrepreneur and writer in India) visibility on social media with a goal to increase his book sales. Deciding which messaging strategy to use was a big step towards creating a successful digital marketing campaign. We focused our campaign on creating entertaining content that’s valuable from the audiences’ point of view.

At the end of 2018, the number of social media users in India stood at 326 million. There were 241 million active users on Facebook with a whopping 97.2 million users aged between 18 – 24. Also, there were 69 million active users on Instagram. Again users of ages 18 – 24 were the largest age group.

Target audience analysis served as a foundation for our social media strategy. It enabled us to choose the specific audience that was interested in the client’s product. Social media monitoring tools helped us gather tons of data and understand the needs of the audience.

We noticed that significant information about the client and his work was missing from popular book cataloging websites like Goodreads and Google Books. The information on Amazon Author Central also needed some polishing. The books were not listed on popular e-commerce store Flipkart.

• Crafting the right brand messaging that resonates with the writer’s audience.
• Create social media content that creates engagement within the community.

Sending the right messaging to the right audience was a priority. Most of the work of the client revolved around topics such as Love, Life and Inspiration. The look and feel of the content played an important role in the recognition and perception of the client’s brand.

Typography

Colors

Voice

Imagery

Finding the voice based on social media personas took some time, but it was important to have authentic conversations with the audience.

ZohoSocial helped us understand the reach and impressions of our content. We were also able to find the ideal posting times.

Looking at the insights of the campaign and contests, we pulled it off.

The brand messaging framework that we put in place helped pull in new audiences. Sharing content that resonated with the audience proved to be a great strategy for creating meaningful engagements within the community.