Dune London - Brand Communications Guidelines

DIGITAL MARKETING • SOCIAL MEDIA

Social Media Platforms The Dune Group supports Facebook and Instagram as the principal social media platforms for the Dune London brand. All other social platforms must be approved by Dune Marketing before launching a brand page on them. Consumers expect and want to see different types of content on Facebook and Instagram, posts and stories. It is therefore important to plan social content calendars accordingly. Please take note of the following considerations for each platformwhen doing so. Facebook Facebook is a mass market social platform; it has the biggest audience, including all ages and interests, so is better suited to commercialised messages. Key best practice principles for the Facebook feeds are: • For brands and customers it is considered a more commercial platform, therefore better suited to trade messages. E.g. promoting events, special offers, promotions, sale. • Content does not need to be as curated as the Instagram grid but should continue to be of a professional standard only. • Graphics can be used for Facebook posts as long as they are within brand guidelines. Instagram Instagram attracts an audience that wants to be inspired by aspirational content, especially from brands, so our content on this platform should always reflect that. Key best practice principles for the Instagram grid are: • This is the best platform for brand building as content on the grid is accessible to users at any time so it should always represent our positioning. • Content 7on the grid must be beautiful, curated and considered. It should be of a high quality and produced professionally (including influencers). • Do not post sale or promotional graphics on the grid as they’re not permanently relevant or premium. Any promotional message or CTA should be in captions or

carousels to maximise engagement from the typical Instagram user,. • Generally more efficient than stories for reaching new audiences.

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