Digital Marketing

Brand Background

For our digital marketing strategy our group chose the brand Chupi. Chupi is an Irish Jewelry brand founded by Chupi Sweetman. Chupi herself worked for Topshop for six years as a designer. She was recruited whilst in her first year of college. Although she loved designing and the fashion industry she wanted to create something more permanent.

"I wanted to create something that would last, to celebrate Ireland’s design heritage and my love for wild and natural beauty."

It was Chupi's love for Irish heritage and nature that inspired her to create this brand. She was always interested in jewelry and how it can mark a moment in your life. Each piece of jewelry is handmade in Ireland.

Why we chose Chupi

We chose Chupi as the brand to do our market research on because it is an Irish brand. We wanted to chose an Irish brand that wasn't too big! Although Chupi is an internationally recognised brand all its products are still handmade in Ireland. Chupi has a good presence on social media also which helped us whilst doing the project. We also really like the brand and I am a fan of its jewelry. We wanted to chose a brand we were interested in to also learn more about it.

My Contribution

Part of my contribution in this project I had to do some brand research for the brand health check task. We had to looking into the brands online presence and social media channels. I chose to look at their Instagram account. I looked at their Instagram following to see how many people they have following their account. I looked into how much content the brand posted on Instagram per day. I then looked at their posts on Instagram to see how many likes they get on average per picture and how many comments they receive. I also inserted a table of contents for the marketing strategy.

I then done some research into Chupi's customers for our Online Persona. I looked at accounts that interacted with the brand online to get a better idea of their customers. After looking through several accounts I had an idea of their typical consumer to build the Online persona. I used the website Xtensio to build the persona. I wrote the background on our consumer along with the challenges section. I chose the brands and influencers our consumer also had interest in. I chose this from the knowledge I gained from my previous research. I also wrote the 'how we can help' section of the persona. I made sure that the point on how we can help as a brand coordinated with the challenges / wants of the consumer.

The next thing I done was the marketing content. For this I used the website Canva. I chose to create content for an Instagram post. This post is for the launch of a new line of Jewelry. I took some images from the brands website and social media channels that I thought best represented the brand. Along with one of my other group members help I designed the content on Canva using the images I picked.

Google Sites

Report abuse