Executive Summary
Situation
Q6 Model & Talent Management needed to effectively promote their weekly open calls and online submissions.
Q6 Model & Talent Management needed to effectively promote their weekly open calls and online submissions.
Key Public
Aspiring models in Oregon and Southwest Washington.
Objectives Statement
To have an effect on the action of the key public; to increase the number of people who come to Q6's open calls or submit online. Q6 wanted to sign at least five models by early March 2019.
Action Strategy
Engage in transparent communication, bringing the key public in direct contact of the information.
Engage in transparent communication, bringing the key public in direct contact of the information.
Owned Media Tactic
Produced and directed a photoshoot with open-call-signed models, centered around fashion/commercial modeling. Partnered with a local photographer and stylist (credited below). Photos from the shoot were used for Q6's Instagram, in the form of posts and stories.
Evaluation Strategies
Exposure analysis through Instagram's Business Insights tool.
Budget
Followed suggested Instagram budget for promoted posts.
Photographer & stylist's handles were added on the app.
Above: Order of the Instagram story.
Above: Order of the main feed post.
Above: Additional content from the photoshoot to showcase the models.
Posted on the main feed.
Results
Instagram Main Feed Post
Q6 posted the photos on March 8, 2019 as a sponsored post. The promotion's goal was to increase the number of profile visits to their Instagram. Based on the geo-target and duration of the promotion, the budget decided was $28.
Q6 posted the photos on March 8, 2019 as a sponsored post. The promotion's goal was to increase the number of profile visits to their Instagram. Based on the geo-target and duration of the promotion, the budget decided was $28.
Profile Visits: 281
Total Promotion Clicks to Profile: 164
Reach: 6,806 (83% were not following Q6, 79% came from the promotion)
Impressions: 13,195 (60% came from the promotion)
Discontinued Campaign Details
Instagram Story
The above story was posted on March 28th, 2019 with the intention for all images to be a sponsored story. The promotion goal was also to increase the number of profile visits to Q6's Instagram. Based on the geo-target and duration of the promotion, the budget decided was $25. However, Instagram does not allow users to sponsor whole stories, so the promotion was canceled. Nevertheless, the story was saved as a highlight on their account.
Model Interviews
I also interviewed the models to showcase their personality and to explain how coming to open call worked in their favor. In the end, we decided not to post these.
Next Steps
Q6 has plans to continue creative collaborations with local photographers, stylists, and the agency's new models. The next collaboration plans to feature sport modeling.
Models: Kain Dracula Ashford (@kainash_), Ayla Hoffman (@aylahoffman1), Julian Kingery, Isabella Grace (@bellamyerchin)