Návrh a realizace marketingové kampaně pro oděvní firmu

Abstract

This bachelor thesis focuses on the marketing communication of the Czech fashion brand Youngprimitive, with an emphasis on the use of social media. The aim of the work was to design and implement A/B testing of two distinct campaign formats a static carousel and a dynamic reels video and subsequently evaluate their effectiveness based on selected metrics such as reach, impressions, link clicks, and click-through rate. The thesis includes the preparatory and implementation phases of the campaign, a qualitative in-depth interview with the brand's founder, and a quantitative evaluation of both variants' performance. The results indicated higher performance of the carousel format, which proved more effective in engaging the brand’s core target group. Based on the collected data, recommendations were formulated for future marketing activities in order to improve the efficiency of online campaigns and better utilize the potential of social media.