Instagram

Strategy for

Lily Presson
The account:
Princess Polly's

presence on

Instagram
Princess Polly’s presence on Instagram
Princess Polly is an online fashion boutique bringing the latest looks to

everyday trendsetters. Their goal is to provide on-trend, quality fashion

to customers with the best customer service possible.

2.2 million followers

Posts multiple times a day
1,098 average likes per post:
0.05% engagement rate

https://www.instagram.com/princesspollyboutique/
https://socialblade.com/instagram/user/princesspollyboutique
Current content
Princess Polly typically posts media:
Promoting apparel
Promoting sales
From customers/influencers
Aesthetic fashion photos overall
SWOT Strengths Weaknesses
Sustainability Minimal Barrier

Influencer
to Entry
Usage Limited Market

Niche

Opportunities Threats

Online Only
Many

Market Competitors
Greater Shipping
Decrease in

Area Discretionary

Income
Competitors
Lucy in the Sky
477,862 followers
Post twice a week
1,472 average likes
0.31% engagement rate
Posts content similar to Princess Polly
Pretty Little Thing
18,891,163 followers
Posts multiple times a day
34,660 average likes
0.26% engagement rate
Posts have a more structured feel
The audience:
Princess Polly’s

current and target

Instagram audiences
Current audience
Teens to mid-twenties
15-26
“Gen Z”
99% Female
Interested in online shopping
Target segment
Ages 13-28
90% female, 10% male
Located in major cities in the U.S., Australia and Europe
Interested in online shopping
Into social media/have a social media presence
Influencers
Interested in sustainability and trendy fashion
 Meet Bridget

Bridget Pederson
22 years old Living with Partner in
"Stop and smell the
Appreciates PP's

Female Apartment flowers" Sustainability Efforts

$70,000 Income Recent UA Grad Loves getting dressed
Buys Oversized Tees

New York City, New

Marketing Manager up and going out and Jewelry for her

York Concert & Festival Goer Partner from PP

The goals:
Princess Polly’s

Instagram goals
Goals
Princess Polly hopes that Bridget will either enjoy her purchases so

much that she posts them to her social media, or she wears them so

often that she subconsciously promotes the brand. They want Bridget

to spread positive messages about the brand, whether that is verbally

or digitally. PP also hopes Bridget will continue to influence her

boyfriend to purchase.

Princess Polly targets users currently in the evaluation/intent stage

most frequently.

KPI: Increase Instagram following by 100,000 followers by April 2023,

Increase purchases by male customers by 10% by December 2023

The plan:
Strategies and tactics

for achieving Princess

Polly’s Instagram

goals
Princess Polly's content
The Princess Polly Instagram account should share graphic-style postings

daily to its stories and main feed. Reels should be utilized at least once a
week, displaying new looks or promoting a sale. Start to promote unisex

items like jewelry more often!

M, W, F
Three feed posts from customer/influencer
Ten story reposts from around the globe
T, Th
Three feed posts displaying new arrivals
Saturday
A reel: look-book, try-on haul, sale promotion, etc.
Sunday
Interactive story posting: ask for favorites ("this-or-that"), feedback,

etc.
Content Princess Polly should share
Customers of various color, shapes, and sizes who genuinely like the

Princess Polly brand

Conversations Princess Polly should join
By gauging hashtag and topic popularity, Princess Polly could engage

in more candid conversations, like current pop culture and media

For example, the brand recently shared a meme-

style photo of Taylor Swift. Swift recently
announced a tour, along with dropping re-recorded
music and has been the talk of young girls around
the globe. By further joining in on these
conversations, Princess Polly could appeal to a
much larger audience.
Audience engagement &

development
Engaging with the audience is vital for online-

fashion boutiques, especially Princess Polly.

The brand should ensure they reply to any

legitimate questions/concerns in the comment

section, along with continuing to compliment

and support its customers and followers. This

will create a reciprocal relationship that is

beneficial to both parties.

 By implementing the

strategies suggested, Princess

Polly will be able to meet the

set KPI's. By creating a

community filled with support,

Conclusion sustainability and trendiness,

the audience will feel more

compelled to follow, interact

and purchase from the brand.

As for the male consumer goal,

by reposting/posting unisex

items, males will feel more

inclined to browse and

eventually purchase from the

site.