Anusha Ratnakumar

As part of my Digital Marketing Immersive course at General Assembly Singapore, we were tasked to work on several projects that allowed us to put the Digital Marketing concepts and tools learnt into practice. The brief for this project was to develop a social media strategy for a fictional business idea. The business idea I came up with was that of a freelance-based piano school offering leisure piano lessons to adults. Based on my research, I derived that Instagram would be a high potential platform choice for initial organic outreach to build brand awareness. Subsequently down the funnel, spending on paid ads (especially on remarketing) would be required to drive hot leads into conversion. I used tools such as Tableau, Google Ads and Facebook Business Manager to execute this project. The most exciting part of this project was the 1-week mini Instagram experiment I did to setup the awareness stage strategy. Based on competitor analysis, I realized that student piano covers and jokes/quotes would have to be 'must-have' content types in my strategy. Hence, I designed an Instagram content calendar to address this and posted videos of piano covers along with various other content types for this 1 week. I discovered the power of hashtags in boosting discoverability, but on hindsight I would 'A/B test' different hashtag themes to know which ones to prioritize for maximum reach.