Dune London - Brand Communications Guidelines

DIGITAL MARKETING • SOCIAL MEDIA

Stories (Facebook & Instagram) Content on stories is fleeting and quickly consumed so can be more conversational and informal than posts. It should still be good quality and engaging but does not have to be of a high production value or professionally shot. It should however always be authentic to maintain brand positioning, and of a strong enough standard to represent the brand. The key benefits of stories include: • A good channel for engaging and educating an existing audience. • Great for storytelling – post multiple frames about the same topic. Avoid posting single frames as this is less memorable and gets lost. • Good for testing content to see which performs better. • Suits informal/low production value content e.g. real -time events, in-store content and live streams. • Stories are temporary and so better suited to sale and promotional messaging. • Better than posts for content that requires sound on. Content Mix As a premium, global brand the content used on Dune London social channels must: 1. Be aspirational but relatable 2. Include a balance of brand content and local content Regional social pages (paid or organic) should incorporate a balance of local and brand content according to what performs best. However as a minimum starting point Dune Marketing recommends the following content mix:

ORGANIC

PAID

BRAND CONTENT

LOCAL CONTENT

BRAND CONTENT

LOCAL CONTENT

INSTAGRAM

POSTS

60%

40%

80%

20%

STORIES

50%

50%

80%

20%

FACEBOOK

POSTS

70%

30%

80%

20%

STORIES

50%

50%

80%

20%

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