Crafting a Seamless Brand Messaging Strategy: A Digital Marketing Case Study
Project
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.
Research and Analysis
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.
Challenges
Crafting the right brand messaging that resonates with the writer’s audience.
Create social media content that creates engagement within the community.
Brand Kit
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.
Style Guide
Typography
Colors
Voice
Imagery
User Personas
Finding the voice based on social media personas took some time, but it was important to have authentic conversations with the audience.
Social Media Engagement
Quotes
A post shared by Rishabh Puri (@officialrishabhpuri) on Dec 28, 2018 at 3:30am PST
A post shared by Rishabh Puri (@officialrishabhpuri) on Dec 31, 2018 at 3:25am PST
Quotes and Opinions
Contests
AudioBook Promotion
Video Storytelling on Facebook
The 5 Love Languages
Posted by Rishabh Puri on Wednesday, 26 December 2018
5 Helpful tips for Married Folks
5 Helpful tips for Married Folks
Posted by Rishabh Puri on Friday, 21 December 2018
The Myth about Vulnerability
Posted by Rishabh Puri on Monday, 17 December 2018
How does reading Fiction Help Us ?
How does reading Fiction Help Us?
Posted by Rishabh Puri on Wednesday, 12 December 2018
5 Love Rituals from Around the World
Posted by Rishabh Puri on Monday, 10 December 2018
How does Love at First Sight Happen?
How Does "Love at First Sight"
Posted by Rishabh Puri on Friday, 7 December 2018
Facebook Header to Promote a Cause
ZohoSocial helped us understand the reach and impressions of our content. We were also able to find the ideal posting times.
Goodreads
Online Bookstores and eBooks
Flipkart
Google Books
Final Word
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.