Woolworths Pride Month

For this brief, a well-known company required a social media calendar for a specific month during which promotions or celebration could take place. The social media calendar itself would focus on the channels that the company already has - luckily, I chose Woolworths, which utilises a plethora of social media with high engagement rates.

Objective

Increasing social media awareness as well as engagement is easily attainable with a brand that has such a massive budget, such as Woolworths. The aim that I proposed was to launch a fully fleshed out social media campaign during Pride Month, utilising the Woolworths clothing division. This would be facilitated through blog posts, Instagram, Facebook, and Twitter - all including stories on the selected platform's pages.

Insight

For consumers, Woolworths is perceived as a brand worthy to commit for a lifetime, because of how adaptive and current the company tries to be. Woolworths also recognises that as a brand, there is a civil duty to its customers in response to loyalties and reoccurring brand preference over its competitors.

Concept

You have no choice in your gender identity, but Woolies makes it their goal to make your gender expression as comfortable as possible through androgynous clothing and genderless advertising of items that LGBTQ+ struggle with most – shirts, jeans, binders, underwear.

Executions

The executions are a full-blown social media posting schedule with posts trickling throughout the weeks of Pride (June). There is a scheduled blog post that comes out twice a week as well as social media stories.