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Author My Tran Degree programme International Business Report/thesis title An Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy. Case: Valona Design. Number of pages and appendix pages 53 + 5 This bachelor thesis presents a project, which is commissioned by Valona Design, a Finnish- based design company in arts and crafts. The main outcome of this thesis is to familiarize the reader with the fast-changing social media branding, which is applied to the commissioning company. The final objective of this thesis is to produce a customized content marketing calendar for the commissioning company which is based on the social media branding’s framework. The content marketing calendar will include all the findings and theories taken into application from the framework; in which, serves as a marketing strategy for Valona Design. It includes visuals, content, community and basic marketing plan. The objectives of the project have been set by both the commissioning company and the au- thor. The need of the calendar and how to implement it is from the CEO of Valona Design who is currently the only one person handling Instagram account and has not been familiar- ized with Instagram branding. The thesis also acts as a useful bachelor study material about Instagram branding specifically and social media marketing or digital marketing generally. The exclusive purpose of the final product is to create an efficient, up-to-date and simple way of handling Instagram for Valona Design; in order to support the marketing strategy. It will be used for the half-end of year 2016 and in the future. It is designed to serve an Instagram ac- count from 2000 followers up to 10000 followers. The limitation of this thesis is the testing plan and performance measurements from Instagram posts to optimize further. The final product has been fully customized for Valona Design company. It meets the needs from Valona Design and fits the background and overall branding strategy of Valona Design. The framework was built by a great effort on desktop study through several sources, both books and the reliable Internet references. The informative, detailed and extensive meetings with the CEO of Valona Design resulted in suitable outcomes for task of making Instagram marketing plan. The feedbacks, adjustments and evaluation of the thesis process has been analytically given at the end of the thesis. Further partnership between Valona Design and the author is con- firmed. Keywords Social media, Instagram, content marketing, branding, visual identity.PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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