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It gained popularity most of the different social medias in 2014 and has almost doubled the active users, almost every third swede (28 %) is now an active user. (internetstatistik, 2014) Instagram is an application for smartphones that provides a service to take pictures or upload a video of 15 seconds and share it with followers. The photo or video can also be added with a description – called caption – and make them searchable with hashtags and geotags (wordlist in appendix). The pictures can be directed to a specific account by adding a @ followed by the username in the caption (Instagram, 2015). Tegelbruketdesign is an interior webshop that is selling a mix of affordable and premium products and it is based in Alingsås, Sweden. The company’s target group is trendy women in the ages 25-40. The marketing budget is very slim and therefore they have chosen Instagram as their main marketing channel because it is free but very effective. The existing marketing budget is assigned for Instagram activities e.g. giveaways and product placements (wordlist in appendix) which been very successful for Tegelbruketdesign and the Instagram account went from 0 to 1600 followers in one and a half month. The reason why the research team chose this topic is because Tegelbruketdesign uses Instagram as their big marketing channel and the brand is spreading everyday. The researchers want to know how different strategies or activities can make the interest for a company bigger on Instagram and if this affects the traffic to the webshop. 1.2 Problem discussion Although marketing communications can play a number of crucial roles, it must do so in an increasingly tough communication environment. The media environment has changed dramatically in recent years. (Thaler & Koval, 2003) An important aspect is how consumer behaviour has changed in form of when, where and how consumers chose to “expose” themselves to advertisement. This has also changed the media world by the number of different channels to send out the information to its customers. (Ibid.) 2PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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