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MI.NO shoes is a start-up company founded by Johanna Keltto in 2013. It is a women’s shoe store that sells brands from various designers. In addition to the physical store in Helsinki, the company has an online store. The company uses social media as a part of its marketing strategy. The company has been present on Instagram for couple of years al- ready; however, it is still looking for the right way to communicate to its followers. The company hopes to better understand of its work on Instagram. The company is interested in finding ways to improve its Instagram account in order to market more effectively to its target audience. The theoretical part of this thesis is collected to serve as a handbook for marketing on Instagram. Hence it is important that the reader also reads trough the theoretical part in order to get a better understanding of the analytics and suggestions for the case company in the empirical part of the thesis. Additionally other companies can easily adapt the theo- retical part and use it to improve their own Instagram profile to raise brand awareness. 1.1 The purpose of this thesis The purpose of this thesis is to analyse the current situation and trends of Instagram mar- keting and use this information to analyse the case company’s Instagram account as a part of their social media marketing strategy. The main idea is to learn to understand cus- tomer behaviour on social media sites and what customers are looking for when they are following a company’s Instagram account or similar accounts specifically in the fashion industry. The goal is to provide the case company with useful tips to improve their Instagram profile and customer communication, as well as help them recognise the strengths and areas for improvement in its current strategy in order to get more followers and engagement. It is also important to understand how to create a solid Instagram strategy and understand how to manage it along the way. The reasons behind this research is the desire to get more customers, increase the sales in both the store in Helsinki and the MI.NO shoes web store and to build a social brand with a loyal customer base. 1.2 Case company information MI.NO shoes is a multi brand women’s shoe store founded in 2013 by Johanna Keltto. It is located at Galleria Esplanad (MI-NO shop Oy) and it also has an online store: www.minoshoes.com (MI-NO webshop Oy). 2PDF Image | Successful social media marketing on Instagram Minoshoes
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