ABOUT THE PROJECT
As a new online beauty retailer, Bootiq Indonesia had yet to develop a proper Instagram strategy. I developed a 'Look of the Month' content strategy to (1) humanize the brand, (2) show customers how to use the products to achieve makeup trends, (3) optimize posting frequency.
POSITION
Art Direction & Social Strategy Intern
DURATION
June - August 2018
December 2018 - January 2019
HUMANIZING THE BRAND
One main feature missing from the Bootiq Indonesia Instagram page was real people. Previously, the brand had relied solely on image of products or stock images of models found online. By utilizing real models, we added life to their Instagram feed and humanized the brand.
SHOW & TELL: THE TRENDS
By analyzing other Indonesian makeup brands' engagement as well Bootiq's, we noticed that a sizable percentage of comments was driven by customers unsure of how to use products in their makeup routines. By creating a 'Look of the Month', we showcased products and showed customers various makeup trends they could apply and adapt for themselves.
POST PER WEEK FREQUENCY
Previously, the brand was prone to over-posting per day in attempt to showcase as many products at once. From a Customer Experience perspective, this frequency actually harms the brand by portraying spam-like tendencies, prompting an unfollow. We limited the weekly post frequency to a maximum of
9 posts per week (3 rows on an Instagram feed) to avoid this.
9 posts per week (3 rows on an Instagram feed) to avoid this.
I also created Instagram content with photography and graphic design skills to help push the
'Look of the Month' concept and create a cohesive look on the Instagram feed.
'Look of the Month' concept and create a cohesive look on the Instagram feed.
