#EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram

dc.contributor.advisorIrwin, Ronald
dc.contributor.authorVenter, L'André
dc.date.accessioned2021-03-01T16:29:51Z
dc.date.available2021-03-01T16:29:51Z
dc.date.issued2020
dc.date.updated2021-03-01T16:29:19Z
dc.description.abstractThis research investigates the ways in which Unilever's LUX soap has repositioned their brand away from their historical association with beauty pageants. This research aims to unpack the ways in which Instagram is utilised by LUX soap to effectively communicate a distinct brand personality. This research identifies that the repositioning of the brand on Instagram was achieved through a strategy that integrated social media influencers and brand events, whilst incorporating social marketing. Not only does this research focus on LUX's branding on Instagram, it critically engages with the content from a postfeminist perspective. This is the secondary theoretical engagement of this work. The paper highlights the ways in which the content is postfeminist in nature and how this was incorporated into the branding messages. The main focus of this dissertation is the #MoreThanYouCanSee and #EvenMore LUX soap campaigns. Through a mixed methodology of interviews, content analysis, and survey the paper focuses on the ways in which LUX created a relationship with their customers on Instagram and effectively repositioned the brand. The research suggests that three key techniques were repeated on Instagram to effectively create new associations with the LUX brand during the #MoreThanYouCanSee and #EvenMore extension campaign. The paper, furthermore, suggests that the LUX soap campaign employs postfeminist rhetoric in their Instagram strategy. This dissertation argues that the development of a strategy consisting of branded events, social media influencers, and social marketing content allowed LUX soap to reposition their brand.
dc.identifier.apacitationVenter, L. (2020). <i>ETD: #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram</i>. (). ,Faculty of Humanities ,Centre for Film and Media Studies. Retrieved from http://hdl.handle.net/11427/33030en_ZA
dc.identifier.chicagocitationVenter, L'André. <i>"ETD: #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram."</i> ., ,Faculty of Humanities ,Centre for Film and Media Studies, 2020. http://hdl.handle.net/11427/33030en_ZA
dc.identifier.citationVenter, L. 2020. ETD: #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram. . ,Faculty of Humanities ,Centre for Film and Media Studies. http://hdl.handle.net/11427/33030en_ZA
dc.identifier.risTY - Master Thesis AU - Venter, L'André AB - This research investigates the ways in which Unilever's LUX soap has repositioned their brand away from their historical association with beauty pageants. This research aims to unpack the ways in which Instagram is utilised by LUX soap to effectively communicate a distinct brand personality. This research identifies that the repositioning of the brand on Instagram was achieved through a strategy that integrated social media influencers and brand events, whilst incorporating social marketing. Not only does this research focus on LUX's branding on Instagram, it critically engages with the content from a postfeminist perspective. This is the secondary theoretical engagement of this work. The paper highlights the ways in which the content is postfeminist in nature and how this was incorporated into the branding messages. The main focus of this dissertation is the #MoreThanYouCanSee and #EvenMore LUX soap campaigns. Through a mixed methodology of interviews, content analysis, and survey the paper focuses on the ways in which LUX created a relationship with their customers on Instagram and effectively repositioned the brand. The research suggests that three key techniques were repeated on Instagram to effectively create new associations with the LUX brand during the #MoreThanYouCanSee and #EvenMore extension campaign. The paper, furthermore, suggests that the LUX soap campaign employs postfeminist rhetoric in their Instagram strategy. This dissertation argues that the development of a strategy consisting of branded events, social media influencers, and social marketing content allowed LUX soap to reposition their brand. DA - 2020_ DB - OpenUCT DP - University of Cape Town KW - Instagram KW - branding KW - social media KW - postfeminism LK - https://open.uct.ac.za PY - 2020 T1 - ETD: #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram TI - ETD: #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram UR - http://hdl.handle.net/11427/33030 ER -en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/33030
dc.identifier.vancouvercitationVenter L. ETD: #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram. []. ,Faculty of Humanities ,Centre for Film and Media Studies, 2020 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/33030en_ZA
dc.language.rfc3066eng
dc.publisher.departmentCentre for Film and Media Studies
dc.publisher.facultyFaculty of Humanities
dc.subjectInstagram
dc.subjectbranding
dc.subjectsocial media
dc.subjectpostfeminism
dc.title#EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationlevelMA
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