Brand-awareness through marketing on Instagram : An Instagram marketing strategy for ONIMOS clothing

Abstract

The subject of this thesis is creating a marketing strategy on Instagram for the case company ONIMOS Clothing in order to create a strong brand that attracts more customers. The main goal is to make the brand popular in order to create brand awareness. A case study, in cooperation with ONIMOS Clothing, was conducted. The goal of the study is to find suitable Instagram marketing tools for the company that contribute to the objective of creating brand awareness. ONIMOS Clothing has operated both online and offline in Germany for three years. For the duration of one year, the company has actively worked on its Instagram image. The growth of the Instagram account has increased steadily, but as the company is currently in a state of significant changes - such as opening a second store in London - the store wants to expand its audience. The literature part in this thesis is about general terms concerning social media marketing and branding, which are then elaborate in the direction of Instagram Marketing. The theory also explains constructions such as social media marketing strategy and promotional tools. The theoretical part of this study consists of general information about social media and social media marketing. The information was collected within academic literature, articles, online blogs, online resources and theses. The empirical part analyzes the current situation of ONIMOS Clothing’s Instagram profile and develops new ideas for the company’s future Instagram strategy and activities in order to attract more potential customers. The thesis concludes with a discussion on the current Instagram marketing and new suggestions for ONIMOS Clothing in order to develop a better marketing strategy. All in all, there are great opportunities for the company in Instagram marketing in order to create a higher brand awareness and to generate more possible customers.