Over IT Challange (IG)

Concept

I applied for a Junior Social Media Manager position with this company and progressed through an initial CV screening and a first presentation interview. In the subsequent interview stage, I was tasked with developing a digital strategy to launch two new company profiles on social media platforms. Specifically, I was required to create a fictional IG account and a fictional TikTok account, complete with a comprehensive strategy and accompanying graphics. This challenge was presented to me on a Friday afternoon, with a deadline set for the following Monday.

I dedicated myself tirelessly to the task, working continuously from Monday morning through to Sunday evening. I vividly recall completing the work at 2am on Monday, just hours before my interview scheduled for 10am. It was an intense period!

Although I succeeded in this phase, I ultimately did not pass the third and final interview stage. It was disappointing, but I view it as a valuable learning experience. Moreover, I am proud of the effort I invested in the task and feel that the work I produced deserves a place in my portfolio.

I’ll include here the work I made for the IG page.

Over IT IG page

The Process

To begin, I thoroughly researched the company’s presence on social media and online platforms, including their website. I took note of various aspects that could inform my strategy, such as the company’s tone of voice, values, products, and brand colors and visuals.

Instagram

GOALS

The goals I set for these platforms were: Brand Awareness, Storytelling, and Community Building.

CONTENT STRATEGY

I chose an organic content strategy that could utilize the full range of opportunities available on Instagram, including post filters, reels, and stories.

Posts

I categorized the types of posts into three main categories: Customers, People, and Events/News.

  • For Customers: I focused on sharing stories of clients benefiting from OverIT products, highlighting product features.
  • For People: I aimed to showcase the familial atmosphere among OverIT employees.
  • For Events/News: I focused on keeping followers updated with company news, with a special emphasis on social issues and the environment. A potential campaign hashtag for this initiative was #overITcares.
Filters

The filters associated with the Instagram channel were designed to mimic the augmented reality used in the company’s products, such as Geocall and SPACE1.

Reels

In terms of reels, I envisioned one main category, “Places,” which would offer a glimpse into a day at OverIT to showcase the company headquarters and employees’ daily lives. The campaign hashtag for this was #overITinaday, intended to convey a genuine and daily portrayal of the company.

Stories

Regarding the content of Stories, I focused on three main categories: Surveys, Events, and The Team.

  • Surveys were used to gauge followers’ or clients’ familiarity with the company’s products.
  • Events shared moments from company events.
  • “The Team” highlighted employees’ daily work experiences.

TONE OF VOICE

The tone of voice adopted for this platform is informal, in line with the nature of Instagram, and includes the use of emojis. While the overall tone of OverIT may lean towards professionalism, it felt more appropriate to adopt a casual tone on Instagram.

HASHTAGS

Other potential hashtags included: #artificialintelligence, #technology, #tech, #fieldservicemanagement, #iot, #augmentedreality, #OverITCustomersStories, and #WeAreOverIT. These hashtags were selected to vary in size, from broad to niche, and to align with the branding efforts.

Let's chat with Dan
Meet Giulio
Let's chat with Hannah
We Are Hiring
Let's Chat with Elena
Movember

AESTHETIC GUIDELINES

Regarding the aesthetic guidelines for the feed, my focus was on achieving the following:

  • Incorporating diversity in the representation of people, aligning with one of the company’s core principles.
  • Ensuring that individuals depicted are portrayed smiling (referenced also in the copy of a post).
  • Adhering to the company’s color palette, which includes shades of orange, white, black, and grey.
  • Including a majority of photos with only a few graphic elements, such as the illustration for the Movember event created using Illustrator.
  • Utilizing simple designs that mirror the existing aesthetic of the company and can be easily integrated into day-to-day operations.