Marketing | Design | Writing & Research
Kurk: Social Media Marketing Pitch & Report
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Kurk Social Media Marketing
Kurk Social Media Marketing
Click to read the full report above!
ABOUT
This project involved creating a social media marketing strategy for a real client, supplement brand Kurk. The first part included a brief pitch to be delivered to the client outlining the current state of their social media marketing before presenting new ideas for online strategies. The second part was a detailed research report about how to execute these strategies and how to execute the overall six-month campaign, including several sample posts and a content calendar.
PITCH
I created a 5-minute pitch to be delivered to the client. I analyzed their social media metrics and suggested that they add the platform TikTok to their existing profiles, based on research I had done into TikTok user demographics as well as supplement user demographics. I also analyzed the TikTok of one of their main competitors to support my reasoning for the campaign I came up with.
Click to view the pitch above!
As for the campaign, my idea included using real stories and accounts of seeing benefits through use of the product, whether through everyday consumers or professionals in the athletic field, and creating a series of short documentaries to be posted on YouTube. I explained that TikTok would be a great way to launch this campaign because shorter clips of these documentaries could be posted promotionally on the app, and it is also a great way to build an online community and find individuals to work with.
REPORT
For the report, I fully developed the topics I discussed in my pitch. The report includes a detailed audit of the brand’s social media, examples of content that can be posted across all platforms as part of the campaign, a storyboard reflecting a sample documentary idea and a content calendar to explain what gets posted when.
Because the overarching idea for this campaign was the documentary series, I provided a list of topics that could be covered in each new installation. After looking at the reviews posted on Kurk’s website, I found it might be easy and worthwhile to highlight one of the brand’s everyday consumers to share how it has impacted their life. Additionally, involving professionals such as athletes, trainers or other individuals in the health field could provide a different angle into Kurk’s benefits.
To showcase sample social media posts involved in the campaign, I used artificial intelligence to generate an image to show an example of what a YouTube thumbnail might look like for a short documentary. In this case, the video is highlighting a specific user of the product to learn more about how Kurk has improved certain areas of his life - specifically chronic pain.
I also created an example of an Instagram post that Kurk could use to promote the documentary. In this case I used the same image from the YouTube thumbnail and included a sample quote that could be used to draw attention of social media users. I ensured that the post would be cohesive to Kurk’s current Instagram feed and implemented their brand colors and logo. I wrote a sample caption that could also draw attention and also direct viewers to YouTube to view the full video.
For the final thumbnail I pivoted slightly to demonstrate how TikTok could be used by Kurk. I also used artificial intelligence here to generate a sample influencer that fits Kurk’s current audience and target demographic, who would partner with the brand to share regular content using their products. I included an attention-grabbing title seen on many videos throughout the app, and wrote out a short caption to explain the video featuring hashtags to garner engagement.
The storyboard outlines general ideas for how a short documentary such as the one showcased above could proceed. I used Canva to find images that fit what I had envisioned for the documentary and provided brief explanations about where the storyline was at each phase.
The content calendar outlines how social media content could be posted across accounts over the course of a month, both to promote a new installation of the documentary series and also to keep up with regular posting.