mhairimcdowallcop3

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Note to Assessors

Please can you read my blog starting from page 17 so that the posts show in chronological order. Also, long and more detailed posts have a 'Keep reading' button at the bottom, if you click on the button it will show the full post.

Thank you!

Mhairi McDowall

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The link shown above will direct you to Faye Hindle’s Instagram account, which I created new content for. The content that I created starts from 18th November 2016 and ends on 3rd January 2017.

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The link shown above will direct you to my mock Instagram account. This account was used to experiment with content and to share ideas easily with Faye Hindle before posting them onto her Instagram account. Please note that this mock account does not include all of my experimenting and development, but all of it is documented on this Tumblr blog.

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Evaluation of the Collaboration with Faye Hindle

As a direct result of the collaboration with Faye Hindle, I am considering a future career in social media, creating content for a luxury brand. Furthermore, the study of Christian Dior and Anya Hindmarch has also been of real interest, notably, the investigation of what content posted on Instagram tends to be most successful (Chapter 3 in dissertation). This information will be useful if I secure employment in this field. In addition, understanding of best practice as learnt from the Literature Review, Case Study and Reflective Practice (Chapters 2, 3 and 4 in dissertation), will be implemented on my own personal Instagram account, to create more effective Instagram content and ultimately increase engagement. I would like to increase my knowledge of social media strategies and I am keen to develop this project in the future.

Arguably, one of the most successful parts of the project was the positive impact on the Instagram account of Faye Hindle. Results have shown a significant increase in consumer engagement and ‘Follower’ count, which in turn should have increased brand awareness. If the project was to be extended, I would refine the questions used in the questionnaire to gain more specific results. For example, I would like to know if there is a strong preference for digital over paper-based content. I intend to continue this successful collaboration, as Faye Hindle prepares to launch her forthcoming Autumn/Winter 2017 collection.

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Future Content for Faye Hindle

Tips for Faye Hindle’s Instagram Account in General

Remove ‘womenswear’ out of Instagram information section, if you would like to appeal to a unisex audience. 

Remove your email address from the Instagram information section. It is not necessary to have it there, as it shows up when the ‘Contact’ button is clicked on the Instagram profile.

I would change the Instagram information section to ‘Fashion Designer. Autumn/Winter 2017 Collection Coming Soon. All Items Handmade in Yorkshire, England’ (see image example below). This will ensure that new followers are able to see instantly when they click on your account that you have exciting new content coming soon.

Change the Profile Photo to an image of your logo. Most established luxury brands use their logo as the Profile Photo of the Instagram account, as well as other social media accounts. This allows individuals to see instantly that Faye Hindle is a professional active business.

What To Continue

Continue to reach out to industry professionals through ‘Following’ and ‘Like’ing their content. This will in-turn further increase brand awareness of your brand.

Continue to document everyday life in the studio on Instagram Stories - new samples, sewing, sneak peak images/videos etc. Try to ensure that posting on Instagram continues to be consistent.

New Content Ideas

Document on Instagram educational visits to local institutes, teaching and inspiring young students to show the positive impact you are having on the local community (see examples below).

A photo posted by BA/MA Fashion Communication (@fccsm) on Nov 4, 2016 at 1:23pm PDT

“Stephen Jones interviewed by Willie Walters @stephenjonesmillinery-blog”

Image Source: BA/MA Fashion Communication Central Saint Martins

A photo posted by Institut Français de la Mode (@ifmparis) on Jan 7, 2017 at 6:13am PST

“@lau_brown_sitl @ethipop (IFM/Management 2012) invited @lherberouge, @panafrica_shoes, @wylde_paris @misericordia.official at IFM yesterday, during our #sustainablefashion week.”

Image Source: Institut Français de la Mode

Create a good relationship with several bloggers who would be target consumers for your brand. Perhaps send each blogger a free garment from the Hybrid SS15 collection or the new AW17 collection (after it is released), and request the bloggers to take a photo of themselves wearing the garment and the garment itself, and post on Instagram and their own blog. Ensure that the posted images of the garments have your name and hashtags in the caption! For internationally established bloggers/social media influencers, you may be required to pay them to create a sponsored post.

Perhaps experiment with a Mannequin Challenge - this proved to be a massive hit on the Christian Dior Instagram account (see Case Study in dissertation for more detail). It is suggested that whenever possible Instagram posts should capitalise on trends that would be viewed positively by followers of the brand.

Autumn/Winter 2017 Release Ideas

Live catwalk show streamed via Instagram Stories and perhaps Facebook Live, “a fun, engaging way to connect with your followers and grow your audience”. 

Invite professional individuals working in the fashion industry - bloggers/social media influencers, photographers, models, buyers, fashion editors, stylists and magazines. Encourage these individuals to document the catwalk show and to post on their social media accounts. This is a great way for guests to create free marketing material and for the catwalk show to reach an extended audience!

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Faye Hindle Project Feedback

"Throughout these past few months, it has been a pleasure to collaborate with Mhairi. She has excelled in professionalism, and has shown to be very organised, managing her time efficiently via the use of posting schedules. Mhairi has a great eye for detail and has created a wide range of interesting and innovative Instagram content. She has also reached out to a variety of emerging and established creatives in the industry to promote my brand and engage with new followers." - Faye Hindle

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Formative Feedback #8

By Liam Jefferies

Feedback in Person

Chapters 1,2,3 are virtually complete, I simply need to ensure that I am referencing back to the question.

Chapter 4 needs some more work. Follow the feedback given via email. 

Need to ensure that I describe the changes that I have investigated and the impact that has had on the way consumers have interacted with Faye Hindle. Discuss behaviour before with Faye Hindle, how it has changed and how it has altered the way consumers interact with the brand.

Some of the analysis in the first chapter is very good. I need to continue this into the conclusion. 

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Instagram Story - Screenshot from my own personal Instagram

Since my project with Faye will be ending in a couple of days, I decided to post a final Instagram Story on my own personal account showing our collaboration, to try and push more brand awareness, engagement and followers. As you can see from the bottom of the image, this post has been viewed by 93 individuals, with an hour still to go until it is deleted. I took of photo myself holding an iPhone so that viewers could see a preview of the collaboration and it may encourage them to click on the link (underlined text) which directs to Faye Hindle’s Instagram account.

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Screenshots showing Faye Hindle’s Instagram account - ‘Gender’ and ‘Age Range’ of followers before and after the collaboration (left and right panels, respectively).

The gender of followers remains unchanged at 63% for women and 37% for men (see above image). 

This ‘imbalance’ was not unsurprising as Hindle describes herself as being a “womenswear designer” on her Instagram account information. As previously stated in the target consumer blog post, she would like to appeal to a unisex target market, therefore, she may need to reconsider the way she depicts and promotes her brand. 

Also unchanged was the age range of most followers, which for women and men was 18-24 and 25-34, respectively (see above image). 

However, there has been a notable increase in the number of women aged 25-34 now following the account and engagement for the first time of women aged 55-64. Thus, the development of the account has attracted the attention of more mature women who are more likely to be able to afford luxury goods.

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Screenshots of Faye Hindle’s Instagram account showing ‘Top Locations’ before and after the collaboration (left and right panels, respectively).

London remains the dominant location for Faye Hindle’s followers (see image above). This is no surprise as London is where Hindle was an undergraduate student and consequently has a number of contacts, as well as being an established international centre for magazines, fashion editors, stylists and buyers. 

However, and perhaps more significant, Paris becomes a top location for the first time alongside New York as well as London. 

Selby, which is local to Hindle’s studio in Knottingley, Yorkshire and likely the location of friends and family, dropped out of the top 5. Thus, the collaboration has resulted in greater internationalisation of the Faye Hindle brand. 

The Instagram account now engages individuals from three of the main fashion capitals of the world. I consider the increase in global followers to be due to the new Instagram content being more frequent, sophisticated and professional.

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Screenshots of Faye Hindle’s Instagram account before and after the collaboration, plus the ‘top posts’ (sorted by engagement).

The engagement on Faye Hindle’s account increased by over 10 fold (12 to 149) during the collaboration and the follower count increased by almost 2 fold (400 to 703). 

Instagram Insights showed that the most engaging content (top 10 posts) on the Instagram account had all been posted by myself (See image on far right).

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Faye Hindle Instagram Results

Given the above finding about the lifetime of posts (see case study), data was collected two or more days after the release of individual posts to allow comparisons that would not be influenced unduly by the time between release of posts and the collection of data. 

Current evidence (6th January 2017) shows there has been a significant increase in both, users following the account, as well as engaging with recent posts (Table A.4 - dissertation). 

The latest post has shown to have gathered the highest amount of engagement (213 Likes and 4 Comments) out of all the content posted on the Instagram account. The evidence suggests that people like to see content with Faye Hindle in the image or video, with this type of post generally producing a higher level of engagement. 

Remarkably, the highest level of engagement prior to the author’s involvement was 4-fold less (60 Likes and 1 Comment). 

The substantial increase in engagement reflects the change in the brand behaviour of Faye Hindle, which is now more frequent (3 to 4 posts per week) and, in the my view, more experimental and engaging.

* Please see dissertation for Faye Hindle raw data (file is too big to upload to Tumblr).

Post that attracted the highest level of engagement

The is the post that gathered the highest amount of engagement (213 Likes and 4 Comments) out of all the content posted on the Instagram account. The post shows a video of Faye Hindle working on her sewing machine. Post comments suggest that users have enjoyed seeing the designer at work: “Nice pic! (@michaeldelise)” and a selection of positive emojis. 

A video posted by F A Y E H I N D L E (@fayehindlestudio) on Jan 3, 2017 at 4:24am PST

Post that attracted the lowest level of engagement

This is the post (Grid #1) that gathered the lowest amount of engagement (14 Likes and 0 Comments) out of all the content posted on the Instagram account. The post shows 1/3 of an Instagram grid post. The full 1x3 grid is of Faye Hindle’s logo shown horizontally, as inspired by a post on The White Show 2015 Instagram account by Central Saint Martins (see Grid #1 development blog post for further details).

After the initial series of 7 grid posts, I changed the layout back to the standard single square posts used by Faye Hindle prior to the collaboration. This was done because followers could engage with an or all of the individual squares within the grid, which in turn complicated the analysis of engagement as an individual user could respond to one, some or perhaps all of the posted squares within the grid.

From this collaboration with Faye Hindle, I have learnt that a key factor for creating a successful grid post is to ensure that each square within the grid is innovative and exciting, as well as the grid squares as a whole. To

A photo posted by F A Y E H I N D L E (@fayehindlestudio) on Nov 18, 2016 at 12:00pm PST

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Instagram Story - Posted on Faye Hindle’s account

This is the final piece of content that I have posted for Faye Hindle. The video has been created using the Boomerang feature (a mini video that plays forward and backward). It shows Faye Hindle working in her studio. I have edited this video with a black and white filter to make it look more aesthetically pleasing. The colours in the original video had a yellow tone as it had been taken in the evening with no natural light in the studio. In this post, I have experimented with adding a location tag (Yorkshire). This is a nice touch for anyone viewing the video, who doesn't know where Yorkshire is. They can click on the tag and it will direct them to the maps app and show the location. I think adding the location tag has been effective as it reinforces where Faye Hindle designs and manufactures her products. This Instagram Story was viewed by 89 individuals. 

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Case Study Summary

Before comparing data for individual Instagram posts, the data for a selection of posts was collected at different time points after their release. The data for an image and a video post for Christian Dior are presented as a scatterplot (Figure 3.1 - see dissertation). This shows that for both types of posts most engagement occurred within the first day and plateaued after two days.

Given the above finding about the lifetime of posts, data was collected two or more days after the release of individual posts to allow comparisons that would not be influenced unduly by the time between release of posts and the collection of data.

Christian Dior successfully reaches millions of followers though Instagram via a mix of image and video posts and has almost daily engagement (Likes and Comments combined) in the tens of thousands from Views in the hundreds of thousands.

Approximately 0.5% of Christian Dior followers engage with each post on average. 

The number of Views of individual Christian Dior posts appears to be like the current UK circulation of the Vogue magazine (152 thousand copies; Statista, 2017), which regularly features Christian Dior. 

Anya Hindmarsh does not have as strong a presence (combination of reach and engagement) as Christian Dior on Instagram, but can still boast hundreds of thousands of followers with daily engagement in the thousands from Views of around 10 thousand. 

A comparison of image and video posts revealed for both Christian Dior and Anya Hindmarch that both types of posts were effective with images drawing significant more Likes, at least for Christian Dior. 

The most popular post in this study by a significant margin was a video. Its popularity was probably due to its connection to a viral internet trend, the Mannequin Challenge (Tech. Mic, 2016). 

Videos with the highest engagement included the multi-stage production of the Dior Homme sneakers and the reveal of the Shearling Collection from Anya Hindmarch. Both posts clearly represent each brand’s identity, therefore, would appeal to each target market.

Image posts with the highest and lowers engagement for Christian Dior and Anya Hindmarch had key elements in common. The posts with the highest engagement either covered new installations at a flagship store or the release of a new product with mass appeal and iconic features. 

Perhaps not surprisingly, the promotion of products by internationally renowned celebrities produced a higher proportion of Likes.

Images posts with the lowest engagement tended to share information about activities only tangentially related to the brand and did not cover the launch of new products, collections, displays or boutiques. 

Despite their lower engagement posts that share information such as participation in exhibitions, and charity and social events probably have an important strategic role in promoting the underlying values of the brand. 

* Please see dissertation for Christian Dior & Faye Hindle raw data (file is too big to upload to Tumblr) and a detailed overview of the case study.

Text References:

Statista (2017) Vogue magazine circulation UK 2003-2015 | statistic. Available at: https://www.statista.com/statistics/288865/vogue-circulation-trend-uk/ (Accessed: 2 January 2017).

Tech. Mic (2016) The amazing true story behind the mannequin challenge, the year’s coolest viral trend. Available at: https://mic.com/articles/158806/mannequin-challenge-origin-the-true-story-of-the-coolest-viral-video-trend-of-the-year#.swm01x1wQ (Accessed: 2 January 2017).

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Analysing Anya Hindmarch Case Study

Anya Hindmarch Videos

Highest Engagement

A video posted by Anya Hindmarch (@anyahindmarch) on Dec 1, 2016 at 1:59am PST

“The countdown to Christmas has begun. No matter who you're shopping for, find a gift to impress in store and online using the link in our bio #AnyaHindmarch #Christmas”

Video Source: Anya Hindmarch Instagram

Subject is Christmas - current season

Encourages gift buying, this is one of the busiest shopping periods of the year.

May remind individuals that they need to buy a gift for someone, and they may click on the link to the website (as described in the caption).

The video is fun and humerus - reflects Anya Hindmarch’s brand image, which would appeal to the target market.

A video posted by Anya Hindmarch (@anyahindmarch) on Dec 5, 2016 at 5:06am PST

“Keep an eye out for the new shearling collection, available now in store and online #AnyaHindmarch”

Video source: Anya Hindmarch Instagram

Again, this post encourages gift buying.

It describes the release of a new collection.

The video is very cute and quirky, would very much appeal to the target market.

Lowest Engagement 

A video posted by Anya Hindmarch (@anyahindmarch) on Nov 10, 2016 at 6:56am PST

“We're excited to be at @bergdorfs today. Meet Anya and preview the Spring Summer 2017 collection from 5-6pm on the main floor. #AnyaHindmarch#BergdorfGoodman”

Video source: Anya Hindmarch Instagram

A video posted by Anya Hindmarch (@anyahindmarch) on Nov 8, 2016 at 8:27am PST

“We're on the way to #NewYork. Meet Anya at @bergdorfs on Thursday November 10 and preview the Spring Summer 2017 collection #AnyaHindmarch #BergdorfGoodman”

Video source: Anya Hindmarch Instagram

Both videos describe activities only related to the brand. 

The content is not very exciting. Whilst watching these two videos I am expecting something else to happen and for the story of video to develop further but it does not. It is simply around a three second video which is repeated. 

*All videos are described in more depth in the dissertation.

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Analysing Anya Hindmarch Case Study

Anya Hindmarch Images

Highest Engagement

A photo posted by Anya Hindmarch (@anyahindmarch) on Nov 20, 2016 at 7:24am PST

“The window of our new #LA flagship on Melrose Place is proving a popular selfie spot. Don't forget to share your image with us using #SmileySelfie #AnyaHindmarch”

Image Source: Anya Hindmarch Instagram

Flagship store

Window installation is of an iconic Anya Hindmarch feature (smiley face).

The smiley face possibly represents the UK acid house scene, which peaked not long after Anya Hindmarch founded her brand.

The smiley face represents the brand identity: fun, humorous and quirky, which would appeal to her niche target market.

A photo posted by Anya Hindmarch (@anyahindmarch) on Nov 23, 2016 at 7:43am PST

“Our much-loved Smiley Cross-Body is available in luxurious velvet for Resort 2017. Shop in store or online using the link in our bio #AnyaHindmarch”

Image Source: Anya Hindmarch Instagram

Like the store front (as discussed above), the bag features the iconic smiley face.

Bag has been recently launched as part of the Resort 2017 collection.

The caption encourages and describes where to purchase the product.

Lowest Engagement

A photo posted by Anya Hindmarch (@anyahindmarch) on Dec 5, 2016 at 4:01am PST

“We're proud to be part of @googleartsculture new #BritishFashion virtual exhibition, created in partnership with @britishfashioncouncil. Explore the exhibition and watch Anya discuss her career in a unique 360 film at g.co/britishfashion #BritishFashion#AnyaHindmarch”

Image Source: Anya Hindmarch Instagram

Does not cover the launch of new products, collections, displays or boutiques.

Shares information about an event related to the brand, in this case an exhibtion.

Lower engagement is perhaps surprising as the exhibition is virtual (see caption).

In comparison to other Anya Hindmarch posts, this one is very dull and dark in colour and lacks brand energy. This may not appeal to the target market as it doesn't seem to have a fun and vibrant mood of the Anya Hindmarch brand identity.

A photo posted by Anya Hindmarch (@anyahindmarch) on Dec 5, 2016 at 10:10am PST

“It's nearly time for tonight's #FashionAwards where we're nominated for International Accessories Designer #AnyaHindmarch”

Image Source: Anya Hindmarch Instagram

This post shares information about an award ceremony. 

I doubt this is brand created content. It is quite a dull and unexciting image in comparison to other Anya Hindmarch Instagram content.

*All images are described in more depth in the dissertation.

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Analysing Dior Case Study

Dior Video

Highest Engagement

A video posted by Dior Official (@dior) on Nov 25, 2016 at 10:00am PST

“During the traditional Sainte-Catherine celebrations, our 'Catherinettes' did a special#mannequinchallenge with the personal hats designed by Stephen Jones, each one inspired by Christian Dior's favorite flowers.”

Source: Christian Dior Instagram

Mannequin Challenge - viral Internet video trend where people remain frozen in action like mannequins while a moving camera films them.

Few commentators are disappointed as Dior has not used the original Mannequin Challenge song in the video.

Saint Catherine's Day -  November 25, marks the day where single French ladies celebrate Catherine of Alexandria, Patron Saint of Milliners and Couture.

Christian Dior is a French brand.

Millinery - designing and manufacture of hats.

Each women is wearing a hat by Stephen Jones, British milliner. The hats have been inspired by Christian Dior’s favourite flowers. Followers who share high brand knowledge would appreciate this attention to detail. 

A video posted by Dior Official (@dior) on Dec 8, 2016 at 3:59am PST

“Dior Homme's creative director ‎@Kris_Van_Assche is ‎keen to create contrasts from head to toe. Taking inspiration from traditional elegance and contemporary vibes, the #DiorHommesneakers are as fascinating as the savoir-faire behind them. #DiorSavoirFaire”

Source: Christian Dior Instagram

Shows manufacture in Italy.

Prince of Wales motif, used by Christian Dior in his first collection. Flecks with dabs of colour represent Monsieur Dior’s passion for painting.

This single pair of sneakers takes four days to make. They each  undergo an extensive quality control before being placed in their black box. Re-enforces luxury and high quality reputation.

The sneakers are a contrast between the traditional Dior style and the contempoary new look of Dior.

Outlier

A video posted by Dior Official (@dior) on Dec 5, 2016 at 2:29pm PST

“J’ADORE DIOR, THE ABSOLUTE FEMININITY Light up your holiday season with J’adore, the Dior perfect gift. #diorjadore”

Source: Christian Dior Instagram

Christmas themed - current season of the year.

J'adore Eau de Parfum -  iconic fragrance that was created in 1999 by Calice Becker for Dior. 

Entry-level Dior product - affordable for masses. £49.50 - £99. 

This video encourages gift buying.

Lowest Engagement

A video posted by Dior Official (@dior) on Nov 17, 2016 at 3:06pm PST

“#aboutlastnight @BradGoreski at the @Guggenheim‎ International Gala 2016 pre-party. #StarsinDior #GIG2016″

Source: Christian Dior Instagram

Brad Goreski - not a well-known public figure. He is a celebrity fashion stylist and television personality.

The image was taken at the Guggenheim International Gala - a fundraising event sponsored by Dior. The Guggenheim Museum is an art museum, based in New York. 

I think this video has low engagement because the man shown is not well-known, not recognised as being a representative of Dior and not directly associated with the brand. Also, since the event and museum is based in New York, I doubt that it is heavily recognised worldwide.