Social media & influencer marketing as tools for launching a new attraction
Watia, Lotta (2023)
Watia, Lotta
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112431557
https://urn.fi/URN:NBN:fi:amk-2023112431557
Tiivistelmä
The objective of the thesis was to plan, implement, and measure a launch for a new theme park attraction utilizing social media and influencer marketing while gathering data that could be used in future planning. The thesis was restricted to focus on social media. Other digital and offline marketing efforts were excluded. However, the efficiency of social media and influencer marketing were compared to traditional media.
The thesis process begun in February 2023 with a workshop and brainstorming session. The attraction was launched on social media on 1st of April to seem like it was an April Fools’ joke in attempt to maximize the organic social media visibility. Influencer marketing was implemented mainly in May and June 2023. A questionnaire to find out the success of the launch was carried out in September 2023. The thesis was finished in November 2023.
The theoretical framework first discussed the wider concept of strategic marketing through segmenting, targeting, and positioning as well as digital marketing mix, tone of voice, and storytelling. Next, the key social media and influencer marketing concepts relevant to the thesis were defined. At the end of the theoretical framework a model for social media planning was presented. This model was based on the theoretical literature.
The research utilized mixed methods research. The main qualitative research tool was netnography, which was used to analyse the quality and polarisation of online discussion. Quantitative research was used when analysing the social media reach and other numerical data. Brainstorming and workshop were used at the beginning of the process and a questionnaire was conducted near the end of the process. Several research methods were used for detailed and best results.
The findings suggest that it is wise to post content on several social media platforms, but the content should be tailored for each platform. The findings also suggest that it is wise to utilize influencers with various follower counts, and there is a need for both paid and non-paid collaborations. The findings also suggest that people who saw social media or influencer marketing were more likely to visit the attraction than those who did not. The findings also support that social media and influencer marketing are more effective than traditional marketing methods. This is in line with the theoretical framework.
At the end of the thesis a social media planning tool was developed by utilizing the theoretical literature and the findings. The social media planning tool emphasizes the different characteristics of each social media platform. The tool can be used to tailor content for Facebook, Instagram, YouTube, and TikTok.
The thesis process begun in February 2023 with a workshop and brainstorming session. The attraction was launched on social media on 1st of April to seem like it was an April Fools’ joke in attempt to maximize the organic social media visibility. Influencer marketing was implemented mainly in May and June 2023. A questionnaire to find out the success of the launch was carried out in September 2023. The thesis was finished in November 2023.
The theoretical framework first discussed the wider concept of strategic marketing through segmenting, targeting, and positioning as well as digital marketing mix, tone of voice, and storytelling. Next, the key social media and influencer marketing concepts relevant to the thesis were defined. At the end of the theoretical framework a model for social media planning was presented. This model was based on the theoretical literature.
The research utilized mixed methods research. The main qualitative research tool was netnography, which was used to analyse the quality and polarisation of online discussion. Quantitative research was used when analysing the social media reach and other numerical data. Brainstorming and workshop were used at the beginning of the process and a questionnaire was conducted near the end of the process. Several research methods were used for detailed and best results.
The findings suggest that it is wise to post content on several social media platforms, but the content should be tailored for each platform. The findings also suggest that it is wise to utilize influencers with various follower counts, and there is a need for both paid and non-paid collaborations. The findings also suggest that people who saw social media or influencer marketing were more likely to visit the attraction than those who did not. The findings also support that social media and influencer marketing are more effective than traditional marketing methods. This is in line with the theoretical framework.
At the end of the thesis a social media planning tool was developed by utilizing the theoretical literature and the findings. The social media planning tool emphasizes the different characteristics of each social media platform. The tool can be used to tailor content for Facebook, Instagram, YouTube, and TikTok.