Instagram audit for CARGO by OWEE – CFEC projects
Our client – CARGO by OWEE
CARGO by OWEE is a fashion brand that manufactures extremely durable bags, backpacks and bum bags. Their products are perfectly adapted for outdoor use and can also make for a unique and long-lasting urban fashion accessory.
B2C communication
Social media play a huge role in customer-focused B2B communication. Content (both written and visual) and all kinds of interactions with customers help to develop a unique brand identity and ultimately affect the reception of a given company and its products. Image-based content is the key to any brand’s success – especially when it comes to the fashion industry. Thus, to no one’s surprise, Instagram business accounts have become an incredibly effective marketing tool.
Communication audit – Instagram
Addressing our client’s needs, we performed an Instagram audit and analysed all the ways in which the brand communicates with its audience. Our goal was to examine the situation and create style guides for everyone working at the company and using Instagram to engage with the brand’s target audience and potential customers.
We analysed the tone of voice used by the authors of the posts (on both our client’s and their competitors’ Instagram accounts), which meant looking into:
•whether the posts mention mostly the brand or address customers’ needs;
•what kind of phrases are preferred when addressing the followers (e.g. singular/plural ‘you’);
•which product features the posts highlight;
•whether the brand uses any catchphrases, and if so – what they are;
•whether the content creators use a particular tone of voice (formal/informal) when interacting with the customers.
Based on the collected data and our own observations, we drew up a report and created specific style guides. In the first document, we included an evaluation of the client’s approach at the time and pointed out all the inconsistencies and matters which needed improvement. With the brand’s identity, goals and target audience in mind, we created a brand book concerning communication with their followers. It was made up of valuable recommendations for everyone running the company Instagram account. We wanted it to be as concise as possible so that the text could be effortlessly absorbed by the current and future employees, making it easier for them to speak on behalf of the brand on Instagram.
During such projects, the CFEC experts:
•analyse the way in which the client and their competitors communicate with the customers and adapt it to the client’s target audience;
•look for mistakes, share their doubts and point out any inconsistencies within the published content;
•hold meetings with the client, during which the members of our team discuss the current situation and go over their findings, and organise workshops at which both parties go over the style guide together;
•recommend solutions tailored to the client’s needs;
•come up with a brand book for employees and partners of the company.
If you want to improve your social media communication strategy and boost sales, reach out to us!
