To succeed with these goals, the strategy was shaped into three working areas; brand, engagement and sales. Instead of only working in middle- and low parts of the marketing funnel we shifted our center to a 360-view and focused on the upper funnel so that we could prospect relevant target audiences paired with the right message. It was important to stay consistent with a clear concept in mind, elevate the unique core values of Kjell & Company, and create attention-grabbing content both paid and organic. The ongoing plan for 2019 encapsulated a full SoMe organic and paid funnel strategy: awareness, consideration, conversion, maintain and ongoing dynamic ads throughout the period.

Concept creation

The creative concept was compiled out of a humorous but ”tech-savvy” approach, which was portrayed both in paid top-funnel campaigns and the weekly organic posts. Kjell & Company’s mood board was created and all creative content followed the following guidelines to secure a red common thread in the marketing mix:

• The ”three-color-rule” in all ads
• Displaying the function of the product
• The importance of the user experience
• The feeling of tech
• Contemporary, clean and simple style
• Portraying all creative content as light and effortless

Distribution

This strategy was distributed on Facebook, Instagram, Facebook’s Audience Network and Snapchat for all Kjell & Companys markets (Sweden and Norway). The strategy also included a data driven target audience approach, which was continuously optimized based on consumer behavior throughout the year. Since the funnel included the maintain phase, there was a retargeting focus with the ambition to remind the audiences to take advantage of the offer again along with exposing them with dynamic product ads (DPA), which were synchronized with their unique website behavior.