Dune London - Brand Communications Guidelines

DIGITAL MARKETING • SOCIAL MEDIA

Social Media Creative & Copy Guidelines To optimise social media performance and protect the brand, these guidelines must be adhered to at all times and in all social media channels. For inspiration and guidance on brand appropriate content and copy please refer to the global Instagram page @dune_london Artwork & Graphics • Follow the Content Guidelines in this manual – A global brand needs global consistency, no matter where it is in the world. • Minimise copy over the top of images – This especially applies to Instagram posts as this audience seeks beautiful imagery, not direct selling. • Don’t post too much of the same thing – Followers will be less engaged if it’s repetitive. • Don’t manipulate brand assets – Any creative treatment of content must be in line with brand creative guidelines, or submitted for approval before publishing if locally produced. Captions & Copy • Keep it short – Consumers tend to disengage from captions that are more than one sentence. • Do occasionally include a CTA – This can help conversion but customers will ignore CTA’s if they are included in every post. • Don’t include URLs or bitly links in Instagram captions – Followers cannot click on them. Guidance on driving ecomm traffic from social media is included in this manual. • Minimise puns and word play – We are playful but luxurious and authoritative. • Don’t use exclamation marks and emojis in your captions – This is not premium enough. Hashtags • Do use brand hashtags (#dunelondon and #startwiththeshoes) – We own these hashtags so it helps customers recognise the brand’s authority in the industry. • Do use brand relevant hashtags E.g. #animalprint – Some people follow hashtags so it can help achieve higher reach but ALWAYS check it before using it to ensure it’s on -brand. • Don’t use hashtags for product names – People will not be searching or following these hashtags so it is unnecessary and unprofessional. • Don’t use hashtags of other brand’s or retailer’s names - These are Dune London channels and content should reflect this.

117