Word count: 522 words

Introduction

According to Chaffey and Ellis- Chadwick (2016), viral content and therefore video is an example of earned media because the content is not controlled by the brand. The benefit of earned media is that it has got greater credibility and as the result, it has got the power to reach many more customers. My student project-video aims to increase engagement on Instagram by 10% plus increase web traffic by 30% according to their creative brief.

I acted as I was a StitchFix influencer. Social Media Influencer´s goal is to share content about a wide range of topics such as fashion, health, beauty, art etc. (Baker, 2021). I decided to encourage customers to watch my video by telling them that at the end of the video they will get a discount for shopping. The video was designated to target the StitchFix audience and that´s why I wanted to inspire customers by male and female outfit ideas using TikTok challenge based on showing various clothing for different occasions together with my friend.

The main idea came from the trend of funny video on TikTok where two or more people have to decide on which occasion, they would wear outfit.

Incorporating SEO

I aimed to reach higher web traffic and also encouraging customers to follow the brand on Instagram.

According to Leist (2021), keyword search is the tool that helps a company to understand the target audience's needs better when searching on google or for general marketing purposes.

Thus, with the help of SEO tools, I have decided to use hashtags related to the topic of videos like #outfitideas, #fashion, #fashioninspiration and more.

Motives for Copywriting

I originated from a concept and what kind of customer to target based on the AIDA Model by St Elmo (1898). The video prompts action in customers – visit the webpage and do the shopping with a discount or engage with the brand by following their Instagram profile which is also part of the AIDA model. It was designated for all customers who would like to be inspired by various outfits chosen by StitchFix stylists or customers who can´t afford the company´s service and therefore they can use the discount for shopping. I intend to engage customers via funny video with encouraging music and with hilarious facial expressions and gestures.

I believe that the target viewers will increase the desire for this kind of service and choose the brand for their next purchase. I selected the humour and kindness approach because I wanted to make the viewer feel the bond in order to maintain the image of the brand.

Motives behind structure and design

I decided to choose a simple structure that is easy to follow and that creates a sense of interest. I tried to capture the viewer´s attention right at the beginning by mentioning the promo code for shopping. The video was filmed vertically which corresponds with TikTok and Instagram videos. Before recording, I set additional lightning in front of me to reassure the quality of the video. Besides, I decided to insert a couple of text bubbles so the viewer can understand the content better.