Creative Business
SOCIAL MEDIA
CAMPAGNEPLAN
Module: MD08
Docent: Anne-Fleur van den Wall Bake
Datum: 17-05-2020
,Inhoudsopgave
Voorwoord.................................................................................................................................................... 4
Hoofdstuk 1: Opdrachtgever.......................................................................................................................... 5
Beschrijving opdrachtgever...................................................................................................................................5
LHBTI.....................................................................................................................................................................5
Wat doet de HvA Pride..........................................................................................................................................5
Look and feel.........................................................................................................................................................5
Doelen...................................................................................................................................................................5
Hoofdstuk 2: Doelgroep................................................................................................................................. 6
Omschrijving doelgroep........................................................................................................................................6
Interesses..............................................................................................................................................................6
Social mediagedrag...............................................................................................................................................6
Wensen en behoeften...........................................................................................................................................6
Hoofdstuk 3: Instagram.................................................................................................................................. 7
Features................................................................................................................................................................7
IGTV...................................................................................................................................................................7
Berichten en verhalen delen.............................................................................................................................7
Instagram Highlights..........................................................................................................................................7
Instagram Insights.............................................................................................................................................7
Instagram Story poll en quiz..............................................................................................................................7
Instagram Story close friends............................................................................................................................7
Augmented reality.............................................................................................................................................7
Adverteren.........................................................................................................................................................7
Instagram Co-Watching.....................................................................................................................................8
Mogelijkheden User Generated Content..............................................................................................................8
Trends 2020...........................................................................................................................................................8
Spontaan............................................................................................................................................................8
Kwetsbare selfie................................................................................................................................................8
Samen sterk.......................................................................................................................................................8
Retro..................................................................................................................................................................8
IGTV...................................................................................................................................................................8
3-tot-10 seconden video...................................................................................................................................8
Tekst..................................................................................................................................................................8
Hoofdstuk 4: Best practices............................................................................................................................ 9
Kweetnie................................................................................................................................................................9
2
, AvaJules.................................................................................................................................................................9
AnastasiaBeverlyhills............................................................................................................................................9
UCLALGBTQ.........................................................................................................................................................10
Hoofdstuk 5: Concept................................................................................................................................... 11
Omschrijving concept..........................................................................................................................................11
Waarom werkt dit?.............................................................................................................................................11
Sluit aan bij opdrachtgever en doelgroep...........................................................................................................11
Hashtag...............................................................................................................................................................12
Onderzoek winacties...........................................................................................................................................12
Burger King best practice................................................................................................................................12
Hoofdstuk 6: Doelstellingen......................................................................................................................... 13
Verantwoording..................................................................................................................................................13
Lange termijn......................................................................................................................................................13
Hoofdstuk 7: Content................................................................................................................................... 14
Inhoud en contentvormen...................................................................................................................................14
Verantwoording..............................................................................................................................................14
Vormgeving.........................................................................................................................................................15
Tone of voice.......................................................................................................................................................15
Karakter...........................................................................................................................................................15
Taal..................................................................................................................................................................15
Toon.................................................................................................................................................................15
Herkenbaarheid..................................................................................................................................................15
Hoofdstuk 8: Conceptpitch........................................................................................................................... 16
Bronnen....................................................................................................................................................... 17
3
SOCIAL MEDIA
CAMPAGNEPLAN
Module: MD08
Docent: Anne-Fleur van den Wall Bake
Datum: 17-05-2020
,Inhoudsopgave
Voorwoord.................................................................................................................................................... 4
Hoofdstuk 1: Opdrachtgever.......................................................................................................................... 5
Beschrijving opdrachtgever...................................................................................................................................5
LHBTI.....................................................................................................................................................................5
Wat doet de HvA Pride..........................................................................................................................................5
Look and feel.........................................................................................................................................................5
Doelen...................................................................................................................................................................5
Hoofdstuk 2: Doelgroep................................................................................................................................. 6
Omschrijving doelgroep........................................................................................................................................6
Interesses..............................................................................................................................................................6
Social mediagedrag...............................................................................................................................................6
Wensen en behoeften...........................................................................................................................................6
Hoofdstuk 3: Instagram.................................................................................................................................. 7
Features................................................................................................................................................................7
IGTV...................................................................................................................................................................7
Berichten en verhalen delen.............................................................................................................................7
Instagram Highlights..........................................................................................................................................7
Instagram Insights.............................................................................................................................................7
Instagram Story poll en quiz..............................................................................................................................7
Instagram Story close friends............................................................................................................................7
Augmented reality.............................................................................................................................................7
Adverteren.........................................................................................................................................................7
Instagram Co-Watching.....................................................................................................................................8
Mogelijkheden User Generated Content..............................................................................................................8
Trends 2020...........................................................................................................................................................8
Spontaan............................................................................................................................................................8
Kwetsbare selfie................................................................................................................................................8
Samen sterk.......................................................................................................................................................8
Retro..................................................................................................................................................................8
IGTV...................................................................................................................................................................8
3-tot-10 seconden video...................................................................................................................................8
Tekst..................................................................................................................................................................8
Hoofdstuk 4: Best practices............................................................................................................................ 9
Kweetnie................................................................................................................................................................9
2
, AvaJules.................................................................................................................................................................9
AnastasiaBeverlyhills............................................................................................................................................9
UCLALGBTQ.........................................................................................................................................................10
Hoofdstuk 5: Concept................................................................................................................................... 11
Omschrijving concept..........................................................................................................................................11
Waarom werkt dit?.............................................................................................................................................11
Sluit aan bij opdrachtgever en doelgroep...........................................................................................................11
Hashtag...............................................................................................................................................................12
Onderzoek winacties...........................................................................................................................................12
Burger King best practice................................................................................................................................12
Hoofdstuk 6: Doelstellingen......................................................................................................................... 13
Verantwoording..................................................................................................................................................13
Lange termijn......................................................................................................................................................13
Hoofdstuk 7: Content................................................................................................................................... 14
Inhoud en contentvormen...................................................................................................................................14
Verantwoording..............................................................................................................................................14
Vormgeving.........................................................................................................................................................15
Tone of voice.......................................................................................................................................................15
Karakter...........................................................................................................................................................15
Taal..................................................................................................................................................................15
Toon.................................................................................................................................................................15
Herkenbaarheid..................................................................................................................................................15
Hoofdstuk 8: Conceptpitch........................................................................................................................... 16
Bronnen....................................................................................................................................................... 17
3
