Bluebella Pride

The report identities a specific problem or issue with their current social and digital marketing activities and provides them with a solution. The situation analysis within this report decodes Bluebella’s internal and external environment, reinforcing how it has brought the brand to this position and what factors highly affect the brand. Further evaluation through social and digital marketing audit suggested that the biggest issue ahead of acquiring new customers is content marketing. Customers want unique, relevant and informative content that is not available on competitor sites (Ryan and Jones, 2012, Pg 79).

Therefore, the proposed solution for Bluebella to acquire new customers is to launch a new collection with well-planned content marketing strategies. As proposed by Bluebella, a ‘Pride’ focused collection that extends the product portfolio and allows the brand to tap into the same market and acquire unknown customers is a great initiative. The campaign rationale focuses on acquiring new customers through content marketing. This campaign aims to increase consumer engagement, grow newsletter sign-ups and convert visitors into customers. These objectives are all achievable through some engaging content creation

integrated through a range of touchpoints that will lure the customer towards the appropriate action.

Furthermore, the practice portfolio which contains the social and digital marketing calendar and artefact, explain the campaign rationale in details along with providing mock-ups that visually communicate the recommendations and strategies.

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