We worked with the home.se for 5 weeks to create an strategy for their content marketing.

We started with a research an analysis in customer behavior both within eCommerce and furniture business which included:

• Situational analysis
• Brand & positioning analysis
• Competitor analysis
• Target / Customer analysis
• Budget and Resource-study
• Goals & Objectives

One of the main key finding we found were that it was a lot of people involved in the buying process, thus the content strategy should also focus on the influencer such as the spouse and children to be successful.

We created:

• Core communication goals
• Tone of brand
• Content vision

We also created three personas based on:

• Age, sex and demographic
• Personal profile
• User content need
• Income, children, education, employment level,
• Chanels
• Need to influence

We got really good feedback from the client and were offer to continue to work with them in a different project.

Team:

Daniel Kostic

Niclas Hornewall

Jessica Roos

Maria Duner

Martina Andersson

Jesper Aubin