overview.
Instagram proved to be a different beast. prior to acquiring the account, posting was scarce and mimicked the content published on Facebook. considering the audiences were completely different, this had to be reversed.
audience members were considerably young (millennial), possessed a strong sense of community, loved everything about Detroit, and could be categorized as either entrepreneurial or creative in some regard.
strategy.
“the only way to change something is to shock it. if you want your muscles to grow, you have to shock them. if you want society to change, you have to shock them.”
-jaden smith
change was absolutely necessary.
after discovering who the audience was and what made them tick, a plan was outlined to use Instagram as the connection between BLAC and Black Detroit.
it was noticed that BLAC was not reaching the creative audience group; with Detroit’s creative scene flourishing underneath the surface, it became imperative to celebrate the movement, while connecting with its movers and shakers.
acquisition was necessary, and it could only be achieved by uplifting the creatives in the city.
thus, #ArtistOfTheWeek was born; it became a nod to those who are starting something new, or honing in on a craft. it also connected BLAC with people who may or may not have heard of the brand, or even admired from afar.
content selection was based on relativity, in both Detroit and the Black community as a whole.
the aesthetic had to be clean to draw in our audience, but the messaging was both positive and complimentary. BLAC finally reflected the voice of the community.
posting frequency: 1x/day
posting time: evening on weekdays, afternoon on weekends
