Instagram Communtiy
Social Media Community Building provided to AXIS-Y
The Context
AXIS-Y is a new skincare brand in a red ocean of skincare brands.
The Process
Brand Positioning: We began by clarifying the brand’s positioning, character, and relationship with our target audience. This identity was applied to our social profile.
Community Building Content: Following the positioning, we identified the types of content and experiences to achieve our objectives: increase interest in our products, increase the number of followers, and increase advocacy for our brand. With these pillars in mind, we prepared quarterly and monthly plans for our content including content for planned product releases and holidays.
Community Building
Brand Character
Older Sister who is looking out for and celebrating her younger sister. (This character was determined in our brand positioning project here)
Helps her little sister understand. Not sell with beauty, gimmicks, or urgency.
Content Pillars
To increase the odds of long-term participation, we cycled through different types of content throughout the month.
Education on How to Care for Skin (Explanations about common issues, ingredients)
Education About Brand, Our Products & Product Line (Product Launches, Ingredients, Inspiration)
Community Activities (Online & Offline)
Lifestyle & Holidays
Responses to World Events
Below are examples of this content