20.500.12556/RUL-172807 Načrtovanje in oblikovanje oglasne kampanje za objavo na družbenih omrežjih Planning and designing advertising campaign for publication in social media V diplomskem delu smo se posvetili razvoju in testiranju celostne digitalne strategije za podjetje Kinethera, ki deluje na področju kinezioloških vadb, rehabilitacije in terapevtskih masaž. Namen raziskave je bil ugotoviti, kako lahko usklajena vizualna in komunikacijska podoba ter ciljno usmerjeno oglaševanje prispevajo k večji prepoznavnosti blagovne znamke, povečanju angažiranosti uporabnikov in spodbudijo povpraševanje po storitvah. V sklopu raziskave smo analizirali obstoječo grafično podobo podjetja, ciljno skupino ter konkurenčna podjetja. Na podlagi ugotovitev smo oblikovali vsebinske stebre, pripravili komunikacijsko strategijo, vizualno zasnovo za digitalno prisotnost in izvedli različne oglaševalske teste. Vključevali smo tudi A/B -testiranje, avtomatizacijo klepetalnih sporočil in večkanalni pristop k objavljanju, s čimer smo spremljali odziv sledilcev in rast profila. Rezultati so pokazali izrazit napredek, saj se je število sledilcev povečalo za 850 %, angažiranost za 230 %, potrjene pa so bile tudi konverzije v obliki dejanskih strank. Donosnost oglaševanja je presegla povprečje platform Meta, kar potrjuje uspešnost pristopa. Analiza je pokazala, da strukturirane vsebine, vizualna konsistenca in ponovna uporaba uspešnih objav pomembno vplivajo na doseganje ciljev. Ugotovili smo, da digitalna strategija, ki temelji na premišljenem načrtovanju in prilagajanju ciljni skupini, močno prispeva k razvoju blagovne znamke in njenemu boljšemu položaju na trgu. This thesis focused on the development and testing of a comprehensive digital strategy for the company Kinethera, which operates in the field of kinesiology-based training, rehabilitation, and therapeutic massages. The research aimed to determine how a well-aligned visual and communication strategy, combined with targeted digital advertising, can contribute to increased brand awareness, higher user engagement, and greater demand for services. As part of the research process, we analyzed the company’s existing visual identity, its target audience, and selected competitors. Based on the findings, we defined key content pillars, developed a communication strategy, designed a visual concept for digital presence, and conducted various advertising tests. We also included A/B-testing, automation of chatbot messages, and a multichannel content distribution approach to track follower response and profile growth. The results showed significant progress, with a follower increase of 850%, a 230% rise in engagement, and confirmed conversions in the form of new clients. The return on ad spend exceeded the average of Meta platforms, confirming the effectiveness of the approach. The analysis highlighted that structured content, consistent visual identity, and the reuse of successful posts play a crucial role in achieving strategic goals. We concluded that a digital strategy based on thoughtful planning and audience-oriented communication greatly contributes to brand development and improves market positioning. digitalna strategija digitalno trženje družbena omrežja oglaševanje vizualna identiteta digital strategy digital marketing social media advertising visual identity true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-11 09:03:35 2025-09-11 09:03:37 2025-10-25 03:48:16 0000-00-00 00:00:00 2025 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 107522 26428.pdf 26428.pdf 1 3E59EAD11FAA7999968791198B533A16 f85f98577ef4cb4af01582812ce907e50213fae61d11c8afaa349be091c4bee0 4703017e-8edd-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=216856 Naravoslovnotehniška fakulteta 0 0 0