OVERVIEW
An indoor cycling bike brand, Schwinn, was facing challenges in growing their Instagram profile and reaching their target audience. I was given the challenge to define the content strategy, manage, and increase the performance of their Instagram profile with only organic reach as this brand has no ad spend budget.
OBJECTIVES
• Increase the number of followers
• Increase profile visits
• Improve brand awareness through visually appealing content
• Increase website visits
• Raise awareness for the fitness app JRNY
STRATEGY
• Art Direct new photography for images that properly reflect new brand positioning research
• Implemented brand photography
• Create a content calendar to ensure consistent and visually appealing posts that align with the brand’s identity
• Engage with Followers by actively responding to comments and messages in a timely manner
• Utilize Instagram Stories with UGC content and feature in both feed and story more often and more prominently
• Begin to create Reels featuring JRNY content
• Create new Art Direction for feed design and brand reflective of the target market
RESULTS
in a 90 day period
• The visually appealing and consistent content helped to improve brand awareness
• A dramatic increase in link clicks from profile page: 238%
• Profile visits increased 49.8%
• Increased Followers: 541
• The JRNY content featured appeared across the board in all top posts captured.All top performing posts in this time period included all new strategy and art direction.
CONCLUSION
The implementation of a comprehensive and strategic approach helped Schwinn to achieve their objectives and increase their Instagram performance. The results showed a significant improvement in profile visits, link clicks, followers, and brand awareness, which will help the brand to reach their target audience and drive sales.
NEXT PHASE
Optimize Profile: Update the Instagram profile by updating the profile picture and bio to accurately reflect the brand.Research and use Hashtags: The team will research and include relevant hashtags in each post to increase visibility and reach a larger audience.
