Shenshi Case Study | Part C - relevance to the brand
The purpose/lesson of my content is for the audience to feel three experiences along their Shenshi engagement journey:
- Inspiration – to build their belief that they can achieve great things
- Identity –to feel like they belong to a community of shared middle class interests
- Utility – to gain value from useful advice on how to look more successful than they are
How my content achieves this is by leveraging Influencers in the blogging and social spheres who spread social WOM about the visually stimulating community experiences embracing things the audience cares about, like dressing well for career success and being inspired by successful business, sports and celebrity leaders. How-to videos, articles, hints and tips improve the audience’s knowledge of how to feel, act and look like they’re more successful than they are. Contests challenge and engage the audience to pick their favorite successful businessman and explain reasons and develop their own stories called “Dreams of Success”. Engagement with content is on three progressive levels using Mobile Devices which suit the audience best, where and when they need it—during commutes.
My content attracts the audience with its highly visual appeal and is uplifting by focusing on positive attitudes, success, and motivation. It makes the visitor smarter, gives them plenty to talk about and offers inspiring surprises and humor.
The content helps the Shenshi brand to succeed by leading a community of progressively more-engaged followers along a journey that enlivens their senses from design inspiration, motivates desire to achieve, makes them smarter, and instills in them the sense of belonging to the Shenshi community. Along the journey, Shenshi will interact with the community to learn and understand their preferences so they can deliver exactly what the audience wants. The audience will discover that Shenshi cares about them and their success.
