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Estrategia de social media para la marca Natural Curly, con el fin de mejorar el reconocimiento de marca en el mercado
Chaparro-Ordoñez, María del Carmen; Barreto-Hernandez, José Vicente
This project was developed with the aim of designing a social media strategy for the Natural Curly brand, a space dedicated to the styling of wavy, curly and afro hair. It is well known that social media plays a fundamental role in the positioning of a business, as it increases brand visibility, allows monitoring results and interactions, and improves communication between the company and its customers. For the creation of the comprehensive social media strategy, an internal and external diagnosis of the brand was carried out, in order to enhance its strengths and address its weaknesses. Subsequently, the buyer personas were created to define the type of content to be developed. The most appropriate digital platforms were also selected and, finally, a weekly content calendar was designed. The platforms chosen were WhatsApp, Facebook, Instagram and a blog, which resulted in the creation of an active community, with an increase in views, interactions and purchases through social commerce tools.