Case Study: Brand Identity and Social Media
Instructions and facts to use on some of the questions being asked.
Write a paper on Bath and Body Works and how it is a huge big business corporation and how it is thriving on Instagram, Twitter, and Facebook. They promote their new products daily, they do daily polls which let their customers engage into which product they want to see next, they send out monthly coupons and always post secret sales going on in their stores. They post daily on their official pages on Instagram, Twitter, and Facebook. Their photo images are vibrant and the products are presented so aesthetically pleasing. They have the cutest packaging on all of the new collections they come out with. They have everything from lotion, body sprays, bath bombs, candles, body scrubs, lip balm, and perfume. I chose this company because it’s a beloved company that is still thriving to this day. They also have 2 huge semi-annual sales that go on each year and a candle day sale which is so huge that everyone goes there for them. They post all the time on there each day of their new products and well-beloved signature scents.
This paper should:
● Be formatted APA or MLA,
● Be 4 -6 pages, double spaced, Times New Roman, 1″ margins.
● Include a reference page to show your sources and research,
Brand Identity
● Do some research: search through at least 3 social media platforms. ie; Facebook, Twitter, Instagram, Pintrest
browse through at least 3 to 6 months of postings on each platform.
Make some notes about how they are posting on each platform
● Do they have a consistent overall voice, or does their voice change for each platform to accommodate the audience?
● Are they consistent across the platforms?
● What are their photos/images like?
● What do they tell you about the importance of the photograph?
● Can you identify their style and color palette?
The structure of the case study should follow the outline below.
1. Introduction to the Business (1 page)
○ A short history and significant developments
○ Justification for studying your chosen company
2. Analysis – How are they using social media? (1-2 pages)
○ Show strategies in which they target audiences and build strong relationships
○ Show key strategies in which they engage in brand awareness
○ What are their content and growth strategies
■ What does their content calendar look like?
■ How often are they posting?
■ Are they constant on timing?
■ What is their voice and tone?
○ What are some short term strategies that seem to generate leads
○ What are their KPIs (key performance indicators)
■ How do you know this?
3. Results/Evaluation (1-2 pages)
○ A detailed summary of your analysis; this should be your opinion of what you found in the analysis.
○ Explain what identity you think the subject is trying to portray.
○ Are they consistent across the platforms?
○ Illustrate what you like or dislike about it.
○ Identify what they could do better or if you think they are killing it.
○ How do they know their campaign is working?
○ conversations, clicks, likes, follows, etc.
○ Based on your readings, justify why (give a reason) you like what they do or not.
4. Discussion/conclusion (1 -2 pages)
○ Specific recommendations and or plans of action.
○ Make sure to support your recommendations with strategic information learned in class.
5. Execution
○ The Paper is well written
○ Each section is labeled
○ Logically organized
○ Key points and important criteria for evaluating is easily identified
○ Proper grammar, spelling, punctuation, sentence flow.
This assignment is to give you a base of development for the rest of the class as we work on developing good PR design efforts.