Audrey Latimer 

Instagram Photo Contest

1. Program Objective and Purpose

• See what products are popular with customers

• How they style these products

• See customers’ personal style

• Have customers show off the Fashion Scout Daily (FSD) mobile app to their followers

• Interact with our bran

1. Description of Engagement

This will be a photo contest in which FSD customers can show how they style a product or products that they have purchased through our app. They will post a picture of their outfit to Instagram with #MyFSDStyle as well as what product they have purchased, a short description of how they styled it, and tag @FashionScoutDaily. We will select a winner and feature them on our blog and give away a $100 gift card to the store of their choice 

2. Social Media Channel- Instagram

Why Instagram? The Fashion Scout Daily mobile app is primarly smartphone based just like Instagram. We considered running this campaign on Twitter but after looking at smartphone stats we found that “nearly 35m Americans used Instagram at least once a month last year, compared with 30.8m using Twitter’s mobile app.” Instagram was clearly the right route to reach a larger audience.

Our app is very visually based. Instagram is without a doubt the leader for visuals when it comes to social networks and is the easiest way to show off our products. “Instagram has lots of advantages and one of them is the way it displays photos. With the given filters and editing options, you can be as much creative as you can. Add your style to your photos. This will increase attention of users to your photo on Instagram. You’ll see how creative these can be and you might just gain the positive comments from users.” - Interesting Benefits of Instagram for Small Business. Although these advantages are specific to how a company can succeed with Instagram it also highlights how our contest participants can showcase our clothes, shoes, and accessories.

3. Target Market

Lastly, looking at our target market we can see that they are busy, on the go, and they live on their smartphones. They are tech savvy and always on social media. By utilizing Instagram, photos can also be posted on Facebook, Twitter, Tumblr, and Flickr. This allows our products and the #MyFSDStyle contest to reach new audiences on different social platforms. 

Psychographics:

*Interests: Fashion, clothes, bags, accessories, deals, social media, technology, health and fitness, entertainment enthusiasts, music, movies, and photography.

*Attitudes: Thrifty or brand elitists.

*Opinions: Likes to be on top of trends and current events. They like to think of themselves as the person their friends come to for style advice. They can never say "no" to a good bargain but understand that good quality often comes with a high price tag.

Demographics:
Gender: Women (though we also have a small community of men that use the app as well).

Age: 14+ (we break it up within the following parameters: 13-17, 18-24, 25-34, 35-54, 55+)

Ethnicity: All

Languages: English is the main language (and what is used on the app); however, our customers may also speak a second language.

Employment status: Students (high school or college), stay at home mothers, and young working professionals.

Location: United States

Persona:

Name: Sophia Davis

Gender: Female

Location: San Diego, California

Age: 26

Occupation: Realtor for Pacific Sotheby’s International Realty

Salary: $80,000

Family Life: Parents married 30 years, one younger sister, grew up in family home surrounded by grandparents and aunts and uncles.

Relationship status: Single/Dating

Likes: Healthy eating, green living, spending time with friends and family, reading magazines and staying up to date on current events and trends.

Dislikes: Long commutes, wasting time and money, and being out of the loop on information.

Interests: Interior Decorating, Home DIY,

Hobbies: Swimming, Yoga, beach volleyball, wine enthusiast

Membership: NATIONAL ASSOCIATION OF REALTORS®, Young Professionals of San Diego

Feelings toward the company/brand: Sophia loves that Fashion Scout Daily is conveniently on her phone and is easily accessible during her busy days at work. She thinks it is easy to use, useful in helping her shop the most current and stylish trends, and is conveniently always in her pocket.

Technical Background: Very comfortable online, has personal and professional social media channels, mainly use a smart phone but also uses an iPad and laptop. Follow the app via smartphone and iPad.

Goals:

Personal: Just bought her own home and is in the process of redecorating it. She hopes to be married within the next five years and have her first child by the time she is 32 years old.

Professional: Wants to have her own real estate company one day and be her own boss.

Towards app: She wants to acquire a stylish and professional wardrobe to appeal to her clients but doesn’t always have the time to go to the store. She needs this app to do that shopping for her and show her the top trends right on her phone.

5)  Call to Action

Our Call to Action is "Use our app to shop now!" The goal of the CTA is for current customers and their friends to see the Instagram photos of other stylish FSD customers which will generate more interest in the clothes and the app. The main objective is to increase app downloads and product sales.

6)  Outcomes or measurement

The outcomes of this campaign that we hope to accomplish are as follows:

Gain a greater understanding of the types and styles of clothing that really are popular with our customers.  Our app allows users to save an item to a wish list by clicking on the heart icon. But that click doesn’t tell us why they like the item. Are they saving it because it is a great gift for a friend? Do they think its a pretty top their sister would like? Would they ever wear that item? By doing this campaign we get a glimpse as to what our customers are wearing, how they style the product, and get differing perspectives on how to pair the products from our style scouts.
We also get a definitive look into what products are really popular with our customers. The campaign will also show off our app to our client’s friends and followers and engage new clients and increase app downloads.

By posting their photos to Instagram they are showing their style to their followers possibly across five different platforms. The popularity for the hashtag #MyFSDStyle will hopefully increase awareness of our app as well as bring new clients to download our app and follow our company.

Lastly we can measure analytics to discover if our campaign was a success. “Brands can track Instagram Hashtags: the volume of photos shared, the number of likes and comments they generated, and their overall reach. The same can be applied to track a campaign: Knowing precisely how many participants entered a contest, from where, and which submissions were the most engaging are all valuable metrics that can be measured with Instagram analytics tools.” -How to use #Instagram for Marketing and Measure the Results. According to Important Metrics to Track For Your Next Instagram Campaign “Top Participant Reports - Identify the participants that shared the most content as well as those who had the most followers. With this information, you will know who was the most active participant with your campaign and who exposed the most people to your promotion. Identifying these individuals and engaging with them helps you meaningfully grow your community.” As well as “Post and Reach Timeline Reports - Determine the efficacy of your efforts by tracking your reach and post volume over a specific time period against your various promotion tactics. With these reports you can easily attribute your campaign’s success to each of your daily actions.” More importantly we can look at the number of downloads of our app during the time frame of the campaign and see how those numbers relate to the average number of downloads prior to the campaign. We can then see the number of new users and their location, their session length and frequency, and their demographics to tailor our brand further in the future.