MEDIA PLANNING FOR INSTAGRAM
MANAGEMENT OF THE INSTAGRAM COMMUNITY
CONTENT PRODUCTION (PHOTOGRAPHY, VIDEOGRAPHY)
FEBO is a Dutch fast food company that has been around for 77 years, and in that time they’ve been growing steadily. However, they encountered the problem of connecting to new generations of snackers. To them FEBO was just another fast food chain. In order to provide FEBO with ‘an image’ everybody would love, we created a new brand story around the freshness of the products. But in order to stand out among young people we had to also give the brand a certain coolness. Social media was crucial to spread the new image with campaigns and activations. One of the activations was launching FEBO's fashion line and resulted in 4500 shirts + 2900 fanny packs sold. To push the FEBO on social media, use of three different kind of posts were implemented:
310 likes + 105 comments
engagement rate: 12%
455 likes + 83 comments
engagement rate: 15.5%
Maradonnie - 169K followers
19.703 likes + 235 comments
engagement rate: 11.7%
As a content creator and a social media manager's assistant for FEBO, I was responsible for analyzing engagement data, identifying trends, competitor analysis, community management and planning content.
Since FEBO not only focuses on food, but also on streetwear fashion, a big part of the Instagram strategy was, therefore, creating and executing concepts while promoting both, as well as shooting product photos (both for the web-shop and social media).
Additionally, user generated content was extremely important as the goal of FEBO's Instagram was not only spread awareness about their new image, the food offers, and the fashion, but as well as to create a sense of young, cool community. Therefore, the audience was continuously being encouraged to share their photos and images under hashtags #FEBO and #FEBOFashion that were continuously reposted.