Task 7 - Social Media Marketing Strategies
- Toni Bryce
- Mar 31, 2022
- 5 min read
Pretty Little Thing aim to make everyone feel confident in their clothing. Due to this, they have since started the #EveryBODYinPLT movement to promote body positivity and equality regardless of body type, race, or gender. (PrettyLittleThing.com, 2022)
How does the site engage their audience?
Promotes a variety of clothing ranges. From petite, tall, maternity, shape and plus size. They have also since released a “them” collection. The new collection has members from Drag Race UK working alongside this. (The Bolton News, 2017)
There current mission statement states ““We aim to inspire confidence in our customers when it comes to how they dress and present themselves to the world, endeavouring to build a community of #EveryBODYinPLT. A movement towards body positivity, equality and all-round feeling yo’self regardless of body type, race or gender.” (PrettyLittleThing.com, 2022). This fits perfectly into the SMART objective and, shows that they stand with their mission statement. It is shown through their current work with a range of models show casing their clothing via their social media platforms such as Instagram, Facebook, Twitter and TikTok.
There clothing is popular amongst young females ages 16-25 and they use social media platforms to show off their latest ranges from beauty, home and clothing. They also work alongside popular influencers who often release their own collections also.
How does the site get users linking / participating?
Users make use of the #EveryBODYinPLT via their social media platforms to show off their latest looks they have purchased from Pretty Little Thing or have been sent from the brand directly.
They make use of popular celebrities to showcase their clothing amongst young females such as Kylie Jenner, Molly-Mae Hague and Doja Cat. When they released their latest collection with celebrity and now current Creative Director Molly-Mae Hague for London Fashion Week, this received over 94,000 likes. (Instagram.com, 2022)
3. They went to twitter to look for new faces for their #EveryBODYinPLT section on their website and teamed up with @fourmodelmanagement. They asked users to use their # and show off photos for their entry. Approximately 100 users took to Twitter asking their followers to retweet and like their entry so that they where noticed by Pretty Little Thing. (Twitter.com, 2022)
Evaluate the success of this campaign
#EVERYBODYINPLT has an amazing 77.5k posts and, #PrettyLittleThing has 2.9 million posts which have been shared to Instagram using these hashtags by users.
Their current target audience is 16-25 year olds.
Explain how web analytics can be used to inform an organisations social media activity:
They can make use of website analytics such as engagement through likes, comments and the use of the #EveryBODYinPLT to gain information on the demographics of the user who is engaging with their posts. The information which they can gain includes the age, location and gender.
This as a result, also helps the brand find out their target audience and can assist them with their next marketing campaign.
Worldwide Breast Cancer created a campaign called “#KnowYourLemons”. The campaign aimed at spreading awareness around the symptoms of Breast Cancer. It showed the various signs and symptoms which women should look out for.
How does the site engage their audience?
The campaign was created by Corrine Beaumont who recently lost family members to cancer. She used lemons to promote her campaign as they are bright and can provide a little positivity around the campaign. (GoMedia.co, 2022) By using the lemons, Corrine was able to create a unique way to showcase the signs of breast cancer. Usually any posts about breast cancer are removed due to nudity so by making use of lemons she has stressed an important message.
2. The #KnowYourLemons campaign is engaging via social media platforms. The users of platforms such as Instagram are usually between the ages of 16-35 and, breast cancer is not usually promoted or educated to younger females. By creating the campaign, it has helped educate women of a variety of ages.
3. The topic is appealing to myself as a recent family member has recently recovered from Breast Cancer and underwent an mastectomy. I believe that these campaigns help spread important messages to all users regardless of their age to look out for not only just lumps.
How does the site get users linking / participating?
They have set up a Facebook page where users can like their page to gain information about breast cancer, share their own stories and, get information.
They ask users to use the #KnowYourLemons to share their own stories about the symptoms and signs they experienced with breast cancer. There is currently almost 7,000 posts with this hashtag on Instagram. (Instagram.com – Explore Page, 2022)
They took to Instagram via separate feed posts to show off the 12 signs of breast cancer. These posts gained around 50 likes each from users.
4. Since 2017, it has educated women in more than 90 countries and over twenty languages. As a result, this has reached over 20,000 women and helped them look out for the vital signs of breast cancer which are not just a lump. (Showcase of funding innovation and inspiration, 2022)
Evaluate the success of this campaign
KnowYourLemons Facebook page currently has over 21, 869 likes. (Facebook.com, 2022)
There Instagram posts which have been set up to show each stage of breast cancer have gained around 50 likes each. (Instagram.com, 2022)
#SafeHands was created by the World Health Organisation at the height of the Covid-19 pandemic via social media platforms. This gave users the opportunity to get involved across the world to show how they followed WHO’s safety guidance to help prevent the spread of Covid-19.
How does the site engage their audience?
As it was launched at the height of the covid-19 pandemic, users were doing all necessary steps to help prevent the spread of the virus.
The World Health Organisation published guidance and posters for users to follow to practice safe hygiene measures.
3. It partnered up with celebrities to gain wider audience reach. Celebrities involved included Selena Gomez.
How does the site get users linking / participating?
It asked users to use the #SafeHands across social media platforms to showcase their handwashing techniques with other users of the platform.
As it had celebrity engagement, those who took part started nominating other celebrities to also engage with the challenge. https://www.facebook.com/Selena/videos/223802205405875/?extid=NS-UNK-UNK-UNK-IOS_GK0T-GK1C
WHO stated that those who’s videos where the most creative or engaging would be shared onto their social media platforms such as Facebook, TikTok, Twitter and LinkedIn.
Evaluate the success of this campaign
On Instagram, the #SafeHands challenge launched on 13th March. This saw WHO director Dr Tedros Adhanom Ghebreyesus first take part in this challenge. This had an astonishing 57,025 likes and 759,906 views.
Within 48 hours of the campaign launching, it saw over half a billion users take part in this challenge.
FaceBook had over 39.000 posts of #SafeHands. On TikTok, the current #SafeHands campaign has an amazing 52.1m views. The WHO currently has 2.9M followers on their TikTok account.
On Twitter this video has 1.8M views. It has been retweeted 13.7K times, received 21k likes and 1419 people commented on the tweet.
On Instagram, #safehands, has gained up to 160K posts relating to this.
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