Vässla strategy
One of the projects I took on was the rebranding of Vässla, a company recognized for its high-end electric bikes. This task required me to analyze their social media presence and develop a new branding strategy.
What I had to do first
First, I analyzed Vässla's existing social media presence and did a content audit, then thoroughly examined their competitors. Subsequently, I focused on understanding their target market in detail.
the change
What stood out to me about their social media presence was its lack of inclusivity. It appeared to target a narrow demographic, which I felt was limiting. I believed it was crucial to highlight more diversity, showcasing individuals with various body types and disabilities. Furthermore, I wanted to consider the user beyond just their interest in bikes.
the channels and what was their voice
One observation I made was their tendency to focus on self-promotion rather than engaging with the audience. I believed that by interacting directly with the audience, they could enhance their credibility. Additionally, I advocated for promoting diversity across all content.
Furthermore, I suggested getting creative on different platforms. For instance, on TikTok, I proposed sharing short stories about people, delving into who they are. On meta platforms, I recommended showcasing the faces behind the brand.
How do we boost engagement and reach, as well as KPIs?
One thing I've noticed to increase engagement is the importance of interacting with our audience. While paid ads can work, I believe in the effectiveness of organic content. Posting at the right times, based on past engagement and competitor analysis, is crucial.
When posting, we should prioritize Key Performance Indicators (KPIs) like likes, shares, and engagements to measure success. Although followers are essential, it is about seeing the content on the most eyes.
types of content
After conducting a content audit and formulating a strategy, I opted to transition their content from passive to engaged. This involved actively engaging with the audience and discussing topics that resonate with them.
