CASE STUDY
BRANDING
SOCIAL MEDIA MARKETING

Overview
This is a feed that I assisted in building and maintaining from January 2021 to June 2022, in an effort to create a cohesive presence for BedMart on Instagram. There was a strong desire to rejuvenate the feed, as the previous posts were lacking branding or identity.

Timeline
1.5 years (2-3 weeks to create the style, then maintain and apply it to each post going forward).

Project Scope
I was tasked with creating the overall look and feel of the posts and maintaining some consistency. I also helped animate reels as needed, build stories, and write content. The posts included “swipes” or carousels, as well as promotions for blog posts and sales.

I also suggested creating a “bug” for the avatar, as the BedMart logo is very horizontal, making it unreadable in the Instagram format. I thought adding some “Zs” could give a more playful feel, appropriate to the space. This could also create a brand “stamp” on the corner of the posts.

Execution
Working with the Marketing Manager, we planned out content for about a month in advance. The posts were mostly geared toward educating followers on sleep tips and the benefits of specific mattresses—wanting the tone to be very fun and inviting.

I worked out the feed in a grid as I built the posts, an effort to control how posts looked next to each other. The Marketing Manager recorded reels with her assistant and handled the scheduling and posting. Posting was on average 3 times a week during peak times, provided by our IG insights.

Conclusion
The engagement seemed to pick up, with our followers increasing from about 430 to 530 and likes averaging around 20 per post. It was great to build a cohesive system for a year, until the project was handed off to another party and I assumed other duties.

Client: BedMart
Team: BedMart Marketing Dept.
Role: Development of avatar, branding of Instagram feed, animation for posts, help with content writing and planning