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6.5 Current situation of ONIMOS Clothing’s Instagram account In the following, the current situation of the Instagram account of Onimos will be analyzed. This part will include what Onimos already is doing on Instagram and which guidelines they have established for the Instagram appearance. It will not be included which actions have been developed throughout the research process. This chapter will not be included in the published version as it includes confidential information that is only accessible for the case company. 6.6 Analysis of Instagram marketing tools for Onimos The purpose of this thesis was to create a unified Instagram marketing strategy for the case company ONIMOS Clothing. The company has some rules established but they have not been documented or justified in any form. Throughout the theoretical part of this thesis, various components of an Instagram strategy have been researched, and within the benchmarking of competitors and the observation of the company’s account actions those components have been looked at rather closely. The target was to gather information about Instagram tools that the company uses already and tools that might be interesting for the company in order to create a structured strategy with the different tools. Seven tools have been researched but only six of them are considered more closely in the empirical part. The author decided to only do further research on the six chosen tools as the seventh one, the giveaways, did not seem to be a key for creating brand awareness. The final Instagram strategy includes an explanation of how to use influencer marketing, content scheduling, content creation, Instagram ads, storytelling, and the interaction with Instagram users. 6.6.1 Influencer marketing Onimos already has experience with influencer marketing in the German market. Nevertheless, when Onimos moved to London, it also started to work on connections with several influencers. Onimos offers the influencers PR samples in exchange for several postings by the influencers about the brand Onimos. The 41PDF Image | Brand-Awareness through Marketing on Instagram
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