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.
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