House of Sunny: Analysis of Social Media Marketing Campaigns Report

This report examines the social media marketing strategies of House of Sunny across Instagram, Facebook, and Twitter. It begins with an introduction to social media marketing's importance in the 21st century, highlighting its role in brand promotion and customer engagement. The report then delves into the three selected platforms, analyzing their strengths, weaknesses, opportunities, and threats. Instagram is discussed as a key platform for visual storytelling and influencer marketing, while Facebook's broad reach and engagement features are also explored. Twitter's role in real-time updates and customer interaction is also considered. The report also provides an overview of the metrics used to evaluate the success of these social media strategies, such as engagement rates, follower growth, and website traffic, before concluding with a summary of key findings and recommendations for future campaigns. References are also provided.

Running Head: SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING
Name of the Student
Name of the University
Author’s Note

1SOCIAL MEDIA MARKETING
Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................3
Instagram................................................................................................................................3
Facebook................................................................................................................................7
Twitter......................................................................................................................................10
Metrics used to evaluate the success....................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

2SOCIAL MEDIA MARKETING
Introduction
Social media marketing is a powerful tool that can share a bag of information
worldwide by just a touch. In the 21st century more than 80 per cent of the people search and
follow brands and fashion online. According to a recent research, more than 97 per cent of
the small business units use social media to create awareness and attract new customers and
63 per cent of the consumers searching businesses or brands online are more likely to use
brand that have a strong social media stand. Social media marketing has come out to be the
most vital and essential option to validate the brand and promote sales and customer base
(Tuten and Solomon 2017). It is one of the most effective way that can help the companies to
lead more customers, more traffic and more engagement. Creating a social media platform
without actively engaging can be a loss of the overall value of the purpose.
Many start-ups and small businesses struggle to create an active social media
strategies that could help those driving sales. According to some researchers, 85 per cent of
the businesses fail to understand which social media platforms and tools are to be used in
order to reach the targeted customers and promote sales and awareness. There are more than
65 social media platforms that can be used by a business to boost up the sales and create a
brand awareness in the public (Felix, Rauschnabel and Hinsch 2017). House of sunny
founded by a London designer Sunny Williams was one of those startups. His aim was to
create effortless, modern twisted home for classic women’s wear with the concept of quality
and sustainability. This report aims at highlighting the three most effective social media
campaigns that helped the company in generating traffic and creating a larger customer base
and discuss the matrix that would be used in order to evaluate the success of the social media
strategies used. Three selected social media platforms were Instagram, Facebook and Twitter.

3SOCIAL MEDIA MARKETING
Discussion
Instagram
Instagram is one of the most engaged social media platforms with over one million
active monthly users, who post and upload around 100 million plus photos and videos each
day with a 4.2 billion daily likes. The size of instagram has grown drastically because of the
obsession of mobile phone and social interaction in the public. The journey of instagram has
travelled from just being a media to share media and photos to become one of the most
preferred media by businesses to engage with people and expand their customer base (Ashley
and Tuten 2015). It has become one of the most powerful story telling media for the people
and new favourite for the businesses that are looking forward to social media marketing.
Instagram was the most engaged sector foe the house of sunny with around 4438 posts
188,000 followers till march 2020 and over 50 comments in all the recent posts. Likes per
post were between 1,500 to 8,000. The strategy used by the house of sunny was to post
stories of photos and videos of their products each day with the link of their websites tagged
in it and these stories were promoted by instagram ad and paid promotion. This helped the
company in increasing the engagement on the page u8ltimately leading to more customer
visiting to their page.
Strength Analysis
S- Strengths:
- The biggest strength of instagram is that it known to be an influencer community and
value proposition platform. Instagram has become the first choice of the brands when
it comes to market their products, to name a few industries that are getting benefited
by advertising and using instagram platforms are retail, fashion, beauty and food
(Dwived etal. 2015). Many businesses effectively use this platform and increase the

4SOCIAL MEDIA MARKETING
engagement in order to promote their product and services and increase the traffic in
their website. This helped house of sunny in driving more followers and engagement
than facebook.
- It helped the in mass audience reach and impact on the active users of instagram.
According to the researchers, 80 per cent of the active users on instagram follow at
least one brand and more that 60 per cent discover about new products with the help
of surfing on instagram. It was also found that 30 per cent of the users on instagram
buys new products that were discovered on instagram. Instagram is changing the rules
of buying by developing interaction and building behavioural patterns.
- Instagram is one of the highest engagement social media platforms, it has apparently
grown as the second best social engagement medium after Facebook.
W- Weaknesses
- Instagram’s biggest weakness happens to be that it restricts web traffic to a particular
website. Once the audience is built on Instagram, they need to get engage with the
platform and for that it requires them to click the link every time they want to have
the visit. There is not direct link to drive traffic to the site directly from the platform.
Due to which house of sunny was required to tag their website every time they posted
a story on their page and there was high uncertainty of whether people would visit the
website or not.
O- Opportunity
- Although being a new social media platform as compare to Facebook and Twitter, the
monetary opportunity it provides is much more. As discussed earlier, instagram has
got one of the highest engagements. Kylie Jenner charges around a million dollar for
her every single post on instagram.

5SOCIAL MEDIA MARKETING
- Social media footprints is expected to increase to 3.02 billion by the year 2021, this
growing social media awareness of instagram has become one of the major
opportunity to the small businesses.
T- Threats
- The leading children charity in the United Kingdom, NSPCC, claimed instagram to be
the leading platform for a child’s grooming in the country. According to their research
there were more than 5,000 crimes of sexual communication with children and an
increase of 200 per cent in the use of instagram to abuse and target children, which
becomes a major threats of the social media behemoth (Zhu and Chen 2015).
Campaign Strategies
- Instagram is one of the most adored social media platforms by the marketers, as 13
per cent of the total population uses the application and 80 per cent of the total users
follow at least some of the brands. According to reports, engagement measured by
likes and shares is ten times higher than facebook, which is considered to be the

6SOCIAL MEDIA MARKETING
highest engaged social media platform and 84 times more than Twitter (Zhu and Chen
2015). There are more than 22 ways to increase engagement on instagram in the year
2020, some of the major strategies are as follows.
1. Participate and post actively and consistently: According to the analysts, one to two
posts a day is a sweet spot when it comes to gaining engagement. This helps in
updating the feeds and gets an opportunity to attract more eyeballs to your posts.
Another critical point is to know when is best time to post by analysing the dealings
with the instagram’s algorithmic timeline.
2. Tell a story instead of preaching: Instagram is considered as a visual inspiration
platform. An effective strategy here would be to captivate consumers is to tell a story
with the help of pictures, videos and daily post rather than implementing massive
marketing preach. The company aimed at putting story every day and tagged their
official website in order to increase engagement both on the page and on the website.
3. Creativity is the key: The target should be to build a strong brand by clarity, creativity
and consistency instead of some erratic haphazard approach which would not work in
the long run. The focus should be on the core areas such as presenting, creating styles
that hep in keeping the image look fresh. Interacting with the consumers consistently
would be like a cherry on the top. Hence, having a roadmap to the plan can present a
positive and consistent results in the long run
4. Mastering the use of hashtag: selection of the hashtags can turn the table upside down,
which means it can either help the post appearing on the top sink it to the bottom
without a single trace. Hashtags should be generic, which would face a lot of
competition from other millions who use the same hashtag. To overcome this
competition, a proper research to each hashtag is to be done and find out if the content
of the post is matching with that of the hashtag.

7SOCIAL MEDIA MARKETING
Facebook
Facebook was declared as the best social media marketing platform in the year 2019.
Facebook has become a favourite tool for the marketers when it comes to social media
marketing as there is a consistent rise in the number of consumers using this network. New
companies are using this platform in order to create awareness, build interaction and expand
customer base. It becomes useful when the targeted customers are spread world-wide and the
company chooses minimise the promotion cost. Facebook has over 2.41 million active users
with the most diversified group of people (Akter and Aziz 2016). The largest consumers or
users of Facebook are from the age group 25 - 34 years and hence, this factor is to be taken
into account when investing with this platform.
House of Sunny’s Facebook page had 6102 people page like and 6241 followers till
March 2020. However, Facebook had less customer engagement for the house of sunny as
compared to Instagram. They did not have more than 10 likes and one comment per post.
Their page on Facebook had the advantage of autoreply on messenger and chat directly in
order to increase customer engagement.
Strength analysis
S- Strengths
- It is the leading social media platform all across the world and is just placed after
Google when it comes to advertising with a revenue of around 40 billion US dollars.
Because of the vast audience that Facebook has, it becomes the hub for most
businesses to promote their brand and increase engagement.
- The Facebook page had the option of directly texting to the company on all the post
made by the company which helped the customer’s in directly engaging with the
company.

8SOCIAL MEDIA MARKETING
W- Weaknesses
- Facebook had much lesser engagement than instagram and had only around 10 likes
and 1 comment on each post which were negligible.
- Facebook has faced many controversies and was also charged for leaking the data of
its users under the cyber-crime act in the year 2017. This makes Facebook less
reliable for the users. Hence, when businesses use this platform to attract customers it
often holds the users to trust and make transactions.
- In the year 2018, Facebook had hit headlines for issues like data management. The
company did miss the revenue goals as users sneaked away from the platform and the
adoption of the GDPR bill in Europe had cost Facebook losing various European
users. Luckily, the users base in the US and Canada has remained mostly unchanged
- The tainted image of the Facebook often harms the image of the brand that are using
this media for promotion and increase in sales (Marr and DeWaele 2015). Facebook
has been in the news for various hacking, leaking and other malpractices which has
made the users lost faith from this platform.
O- Opportunities
- As discussed earlier, Facebook has a diversified user base by collecting users of
Whatsapp and Instagram under one umbrella, it creates ample of Opportunities for the
businesses that are planning target a large number of consumers across world-wide.
- Facebook is one of the not well-known brand and is expected to capture more market
hence, using this tool would help the businesses in growing their products and
services from nothing to something valuable.

9SOCIAL MEDIA MARKETING
- Moreover, the company using Facebook as a social media platform has the
opportunity to develop new offerings on its platform to entice new target audiences. It
can also add features for older facebook users and businesses.
T- Threat
- Facebook is susceptible to competition like any other organisation in the world.
Google is always preferred over Facebook for advertisement purposes with other
competitors such as apple, Microsoft and Amazon, Facebook’s engagement would
always face threats from these brands.
- Another threats to the businesses using Facebook as their social media platform would
be that it has a past with lack of internet securities and data breaches. This would
restrain a group of customers from believing and engaging with the brands.
Campaign Strategies
1. To post with intent: Christina Hanger said that the head or the key to social media
marketing through Facebook is by telling a story. Businesses should know how to
interact and communicate with their targeted customers. Posting on Facebook
becomes effective only when it is done with an intension or purpose.
2. Try and blend in: People attract to unique thinking and out of the box ideas. To be an
effective advertiser or marketer one needs to understand their posts should be funny
as well as full of content and information. This creates a personality about the brand
its products in the minds of the users and help them to grow their business.
3. Remember to post with a content calendar: Dan Towers, a senior manager in a digital
marketing firm Arcane states “A content calendar is the most effective way to
maximize your efforts while minimizing the time spent on Facebook marketing”. This
implies that a business might plan the promotion strategies all at once but should

10SOCIAL MEDIA MARKETING
consider implementing in with a pre-determined schedule. This helps in slowly and
consistently growing the engagement.
Optimising the profile page: The direction finding bar of the Facebook business page is
tabs, it is an important point to make sure it is well organized and improve the ability of the
audience to find information. Optimizing tabs helps in restructuring its hierarchy and
removing or adding important tabs, the users get provided with a better experience,
said Mackenzie Maher, social media account manager in a digital marketing agency Power
Digital Marketing.
Twitter
Twitter is an online platform that is majorly used for news and networking services all
across the world between the countries and their people. The posts and messages updated on
twitter are called tweets. A registered twitter user can post, promote and read other’s posts,
whereas unregistered users are not allowed to post (Barger and Labrecque 2013). It is known
as one of the effective social media marketing platform however, it is essential to perform a
strength analysis to know whether investing on this platform is worth.
Twitter page of the house of sunny was used to share the news and promotion about
the company and its regular updates. It has over 1244 followers and the last post was in
January 2019. The company was not active on twitter for more than a year, which resulted
them in losing followers and engagement. Anyway, twitter was not contributing to the
company’s engagement as much as Instagram and Facebook were and hence they decided to
focus more on other platforms.
S- Strength
- It has a good brand image and is credible for celebrities, hence using this platform for
promoting the business can result in attracting rich crowd.

11SOCIAL MEDIA MARKETING
- It is one of the oldest and most reliable social media platform with high internet
security.
- Twitter has combined itself with many other platforms as a login method that again
supports its data science.
W- Weaknesses
- It has a very low retention rate. Only 40 per cent of the twitter users retain for a long
period of time with the brand. This shows the inability of the platform to make people
stay and hence, businesses using this platform might not be able to attract a large pool
of customers.
- Over the years nothing new or innovative has been developed by the company in
order to maintain the engagement of its users. Innovation gives the platform a new
direction and helps it grow, which lacks in the case of twitter.
O- Opportunity
- It is one of the preferred channels for communicating with the businesses and the
celebrities. It helps in bringing together the common people, businesses and
celebrities under one umbrella hence, giving an opportunity for the businesses to aim
larger pool of customer.
T- Threat
- Fake account and incidents like hacking has made the platform unsafe for the users
and hence, they avoid businesses that try promote online on such platform.
Campaign strategies
1. Defining the goal and analysing the competition
2. Identifying the targeted customers and evaluate their behaviour

12SOCIAL MEDIA MARKETING
3. Integrate your twitter account with targeted customers and other business
organisations
4. Keep your feeds unique and creative.
Metrics used to evaluate the success
Instagram (%) Facebook (%) Twitter (%)
Growth rate
(Followers)
80 64 53
Post Reach (views) 34.37 27 20
Share of Voice
(mentions)
4.3 3.5 3.3
Applause rate
(likes)
0.72 0.85 0.55
Amplification rate
(shares)
0.35 0.40 0.24
Average
engagement rate
0.98 1.10 0.89
Table: Metrics with average rates

13SOCIAL MEDIA MARKETING
Figure: demonstrating average reach
Conclusion
Hence, from the above discussion it can be concluded that of the three social media
platforms, Facebook has the highest engagement followed by Instagram. However, growth
rate of Instagram is better than Facebook and is expected to overtake Facebook in the near
future. With the help of this report a proper analysis of the most effective social media
platforms was done. Social media platforms can help the company in generating traffic and
creating a larger customer base. The matrix was discussed in order to evaluate the success of
the social media strategies used.

14SOCIAL MEDIA MARKETING
References
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, pp.40-57.
Zhu, Y.Q. and Chen, H.G., 2015. Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), pp.335-345.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and
advertising. The Marketing Review, 15(3), pp.289-309.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-
782.
Musonera, E., 2018. Instagram: A Photo Sharing Application. Journal of the International
Academy for Case Studies.

15SOCIAL MEDIA MARKETING
Akter, S. and Aziz, M.T., 2016, September. Sentiment analysis on facebook group using
lexicon based approach. In 2016 3rd International Conference on Electrical Engineering and
Information Communication Technology (ICEEICT) (pp. 1-4). IEEE.
Kaur, P., 2016. Winning strategies and swot analysis of facebook. Asian Journal of
Multidimensional Research (AJMR), 5(4), pp.232-242.
Blockeel, C., Drakopoulos, P., Santos-Ribeiro, S., Polyzos, N.P. and Tournaye, H., 2016. A
fresh look at the freeze-all protocol: a SWOT analysis. Human reproduction, 31(3), pp.491-
497.
Marr, J. and DeWaele, C.S., 2015. Incorporating Twitter within the sport management
classroom: Rules and uses for effective practical application. Journal of Hospitality, Leisure,
Sport & Tourism Education, 17, pp.1-4.
Thelwall, M. and Kousha, K., 2015. WEB INDICATORS FOR RESEARCH
EVALUATION. PART 2: SOCIAL MEDIA METRICS. El profesional de la
información, 24(5).
Peters, K., Chen, Y., Kaplan, A.M., Ognibeni, B. and Pauwels, K., 2013. Social media
metrics—A framework and guidelines for managing social media. Journal of interactive
marketing, 27(4), pp.281-298.
Barger, V.A. and Labrecque, L., 2013. An integrated marketing communications perspective
on social media metrics. International Journal of Integrated Marketing Communications,
Spring.
Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management Decision.

16SOCIAL MEDIA MARKETING
Wouters, P., Zahedi, Z. and Costas, R., 2019. Social media metrics for new research
evaluation. In Springer Handbook of Science and Technology Indicators (pp. 687-713).
Springer, Cham.