MUSE Silver

Hong Kong S.A.R., China

2022

FORTRESS Instagram Campaign

Entrant Company

Shepherd Communications

Category

Social Media

Client's Name

FORTRESS

Sub-Category

Consumer Campaign

FORTRESS would like to position itself as a “technology solution-er” through the inclusion of high-quality visuals and engaging content for its Instagram page. Therefore, we came up with the proposition "better living powered by technology". We strived to turn FORTRESS from a retail brand into a lifestyle brand through different strategic initiatives across 3 phases. Overall, we took a soft-selling approach and produced lifestyle-oriented content that was tailored to the persona of the IG audience. For instance, we gave useful product-related tips with a sense of humor and leveraged trending topics to resonate with the audience. Initially, we used the format of a static visual with a logo at the top corner. In Phase 2, we decided to enhance brand recognition through a consistent use of background and frame colors. Specifically, we utilized an orange or blue frame and included a content pillar hashtag on our visuals to reinforce the identity of the brand. Leveraging on the increasing popularity of the videos on social media platforms, we took one step further to produce intriguing animated videos during Phase 3. As a result, we saw a significant increase in Instagram followers, social traffic and conversion.

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