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Instagram. It would make the followers feel like they have an exclusive privilege of follow- ing Valona so that they’d know about the fair. In order not to lose people’s interest, a clos- er view or updates while Valona is there will be carried out continuously. The countdown can be a simply written as this: “1 hour to the opening hour. This is an exclusive view from inside Formex biggest meeting for Nordic design. What is your favorite design?” Fourthly, in order to enlighten the followers’ days, a discount CTA exclusively aiming at Valona’s followers that are from a targeted market will be created in combination with the creation of hashtag #valonastyle. It means that followers would do something in order to get the discount. For example, it can be in prior to the Formex event in Sweden, an intro- duction text and ask to tag other accounts to have a discount 10% when buying at the fair. Moreover, after two months of the hashtag #valonastyle, or depending how popular the hashtag can get, a thank you gift will be sent out to those who has the best #valonastyle post. It is a surprise for those who are currently spreading the popularity of the hashtags for Valona. This, absolutely, would make followers feel connected to the brand and appre- ciated. Brand love then appears and continues. Therefore, every now and then, about once a month or twice a month, it is suggested to select a follower’s post with the hashtag, send a gift and say thanks for loving Valona. Fifthly, post relating to “lifestyle and personal story” can be of interest to many others. A story or two of how Elina- the founder got inspiration of designing the products will be an interesting post that creates curiosity for followers. It is the “interest” and “desire” in the AIDA model for marketing. By showing original and unique content that they cannot get anywhere else makes them feel attached to the brand. Therefore, about once or twice a month, it is ideal to post lifestyle and personal story with an image relating to the owner’s living style and stories. The visual type can just be IPhone photography with simple, basic snap photos. It is to educate people to understand more about Valona brand and the characters of it. Lastly, an occasional post can be created in different time with different purpose every now and then. For example, it can be a “Happy new month” post for inspiring purpose or autumn break, Christmas and so on. Furthermore, a real-time post can be added to the calendar as when the event occurs. It might be a weather-related post that shows the common feeling for the first snow, aurora or first leaf falling down or anything similar to those. Those real-time posts are able to show the followers that Valona is updated and being visible and available all of time. It does not need to have advertisement in the cap- tion, the purpose is to be visible, to make people remember the brand. 44PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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