Polariod
Digital Marketing Strategy Study Case
Tools
Figma, Adobe Photoshop, Adobe Illustrator, Adobe After Effect, Adobe Premiere Pro
Skills Used
Brand Strategy Development
SEO, SEM
Social Media Strategy
Email Campaign
User Research
Business Analysis
Data and Research
Data Analysis and Insights
Graphic Design
Scope
Digital Marketing Strategy
Overview
As part of the digital marketing certificate course at BrainStation's final project, this case study aimed to develop a digital marketing strategy for the selected brand, Polaroid, leveraging and incorporating the lessons from the course to achieve the marketing goals.
Course Learning Takeaways
Developing a brand strategy by incorporating social media, search, and email campaign
Keywords and search strategy, SEO and SEM, for both organic and paid channels
Leveraging digital marketing as a tool to target and engage with customers
Define SMART Goals and KPIs to measure and monitor the performance
Digital Marketing Strategy Deck
Highlights
Insights Found
Polaroid is the original instant self-developing printing film camera, given a high leverage on originality value.
The comeback of Nostalgia Trends, which Polaroid's business values align with Gen Z's values, authenticity and creative freedom and expression
The Polaroid product itself has a long consideration phase before the purchase decision due to high price points and the complexity of usage.
The website performance from Aug through Oct 2023 reflected the opportunities on email and referral channels
Persona
Sadie, Female, 21
Junior College Student Studying in Creative Field
She looking for instant camera that allowing her to express her artistic mind and affordable budget.
Needs:
Creative Expression
Value for Money
Community Engagement
Pain Point:
Budget Constraint
Afraid of complexity usage
Goals
Digital Marketing Goal 1:
Increase Online Purchase Conversion Rate to Direct website by 10% within 6 Months
KPIs
Conversion Rate
Traffic Source Performance: Social Media
Website Traffic
Customer Retention Rate
Digital Marketing Goal 2:
Increase Social Media Engagement on Instagram and Tiktok by 5% within 6 months
KPIs
Number of Followers
Likes
Comments
Mentions
Views
Share
Approach
Breaking down the customer journey and strategizing the digital marketing channel approach corresponding to the goals and objectives at each phrase
The strategy is emphasizing and promoting the value and power of Polaroid’s product help the customers understand that Polaroid is worth the monetary investment value.
Keyword SEO + SEM
Keywords used across all social media and backlink channels into blog sites related to media and technology
Keywords for Consideration and Exploration
Best Instant Picture Camera
Vintage Polaroid Camera
Top Rated Instant Camera
Instant Camera Film Review
Classic Instant Camera
Polaroid Review
Polaroid Unboxing
Instant photo printing
Polaroid photography
Example: blog
Title
In-depth Polaroid Review: Unveiling the Charm of Classic Instant Cameras
Tagline
Explore the top-rated instant cameras that preserve the timeless charm of Polaroid photography.
Backlinking
Youtube
Highly promote contents about the product usability using tagging and keywords to enhance the search ranking such as
How to use Polaroid
Unboxing Polaroid
Best Instant Camera
Polaroid Creative
Experiment with Polaroid
Social Media: Instagram & Tik-Tok
Overall Objectives
Increase the brand awareness, community engagement, and enhancing the consideration of purchase process
Content Strategy
Unboxing
Product Review
Short Tutorial
Techniques and Tips
DIY Art and Craft with Polaroid
Nostalgia Aesthetic Moodboard
Channels
Organic: Driven by the Polaroid Community and Users
Paid: Collaboration with Celebrities and Micro-Influencer in Photography
Posting Strategy
Posts, Reels, Video 2 to 3 times a week
The official account repost the content (User Generating Contents) Daily
Influencer Marketing
Celebrities Partnership
it is essential to select influencers with a pre-existing lifestyle and aesthetic centered around film photography and Polaroid.
Community Partnership
To showcase Polaroid's capability and ease of use, partner with film photography and instant film photography communities accounts with the contents present the techniques and DIY art craft that can enhance and increase the decision process.
For TikTok focuses on showcasing product usability through lifestyle.
Drip Email Marketing Campaigns
Ensuring the excellence experience for customers and feel the exclusive with the brand. Setting up the welcome email once they first sign up for news subscription or first purchase, making the customers feel like they are part of the brand community.
Loyalty Program
We can drive direct website traffic by offering a loyalty program as an incentive for customers to purchase Polaroid film, which is a retention product. The program can include point collection and reward customers with discounts. This can be combined with email campaigns to engage customers.
