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Anna Broeders
Socials design
Case study
Goal
Increasing brand awareness and enhance the connection with the target group
Intro
For Fancee, a ticketing platform, I implemented a strategic approach for the rebranding of their current social media channels. I did research, made adjustments to the existing corporate identity & had close consultation with the marketing team.
Final designs of the social media posts
Research
Competitive analysis
Conducting a competitive analysis of direct competitors not only helped in better understanding the target audience, but also in identifying which content performed well among competitors.
KPI's
The KPIs were: Increase in followers, likes, reach, website traffic & link clicks.
I made a distinction between B2C and B2B. For B2C, the focus should be on inspiring event visitors with an emphasis on humor, enthusiasm and a sense of community. For B2B, the focus should be to keep organizers informed with informative, growth and innovative content.
Categorization of Content
Based on the objectives, I sorted the posts into different categories, such as user-centered content, informational content, social proof, and interactive content.
The social media page (before)
Visual Implementation
After the research, I started shaping the look and feel of the social media posts. For the website I used symbolic UI elements (See image below), which I wanted to reflect in the socials, to keep the branding consistent.
Before I started the rebranding of the socials, the company had just had an introductory video made, in which Fancee was presented as an eco-system through an imperfect circle. I wanted to expand on this idea. I took the imperfect circle as a basis from which several shapes emerged.
Vector shapes that where added to the brand book
Symbolic UI
Publishing product
(Community app)
Ticketing product (how to build a ticketshop)
Data product
Organic posts
After conducting the research and preparing for the design direction, I came up with content ideas for the different categories. I transferred this to the marketing team.
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Before & After
Before
After
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