- Company : ZigZag Group
- Date : 2020-2024
- Trade : Marketing and Advertising
Project Overview
Yellowbusy is a community-focused brand connecting Iranians through lifestyle and cultural content. After a visual identity rebrand, the brand needed to align its social media presence with its new premium image and re-engage its niche audience. I led the alignment process and designed a content strategy to strengthen brand awareness, boost engagement, and prepare the community for future monetised events.
Challenge
Following a rebrand and visual identity update, Yellowbusy’s social media presence no longer reflected its new premium positioning. Visual design and content tone were inconsistent, which diluted brand perception. The brand needed to re-engage its niche audience, grow followers, and maintain high engagement levels—all while ensuring strict alignment with the updated identity. Internal stakeholders had differing opinions on content style, creating an additional challenge in balancing engagement potential with brand consistency.
Strategy & Approach
- Audited existing social media content and analysed engagement metrics to identify performance gaps and opportunities.
- Developed diverse content categories tailored to audience interests, including events, news coverage, educational posts, and humour.
- Rebranded the humour category with a new tone of voice and name, supported by clear do’s and don’ts guidelines.
- Created comprehensive content guidelines to maintain brand consistency across all content types.
- Collaborated with stakeholders to align creative direction with the updated premium brand identity.
Results & Impact
- Aligned social media visuals and tone with the new premium brand identity, creating a cohesive online presence.
- Increased Instagram followers by +25% within the first 3 months after content strategy design & alignment.
- Boosted average engagement rate per post by +32% in the same period.
- Achieved a +38% increase in reach for humorous and educational content categories.
- Improved content production efficiency by 20% through the introduction of detailed content guidelines.
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Skills I Applied
- Content Strategy Development
- Social Media Marketing
- Brand Alignment
- Content Guideline Creation
- Communication & Negotiation
- Audience Engagement Tactics