Content Pillars are the categorical factors that define Sunscoop's Instagram feed.
Everything we post will fall into one of these categories. Everything we post must contain a rotation of the same filters, color palette, and portray the Sunscoop brand: playful, approachable, pushing the boundaries, confident, beautiful.
These categories are here to help guide our content and marketing plan.
1. About Us
Any informative posts that we share about the Sunscoop brand fall under the About Us pillar. Company announcements, retail information, and ingredient deep-dives fall under this category.
Though important for getting customers acquainted with what's happening, this pillar should be limited while we build our following, since it's sales-y and generally uninteresting to the customer.
About Us examples:
2. Organic Food Shots
Any non-professional content featuring Sunscoop product or recipes. Ideally these are taken on iPhone with great lighting.
This can be in the form of:
- aspirational, getting users drooling over our delicious creations
- informative, where we share a recipe for users to make at home
- hype-y, where we drop hints about an upcoming product release or restock
This pillar coincides with UGC (see #3)
Organic Food Shot examples:
3. User Generated Content (UGC):
Any content created by a customer or influencer with our product in a different, unique, casual setting. We don't just post any UGC content. In order to promote and maintain Sunscoop's aesthetic, reposted UGC must fall into the brand guidelines and Sunscoop aesthetic: glowy, dewy, sun-kissed, natural, prism lighting, people of all races, genders, ages, abilities, and sexualities.
UGC examples:
4. Studio Shots
Professional photos of product or people engaging with our product. This can be used to promote a new product, a re-stock, or fun packaging photos. Over time, our cult followers will love these types of shots when done in fun, playful ways. They will make the user think about how much they love our product.
Studio Shot examples:
5. Lifestyle
Lifestyle content is a growing pillar for Sunscoop. Lifestyle content can include any image or video that helps the customer see how Sunscoop is not just an ice cream, but an idea, an attitude, an approach to life.
Lifestyle images convey our product, ethos, and ideal customer.
Questions to ask ourselves: what does the ideal Sunscoop customer look like? What does the Sunscoop bedroom, kitchen, or hotel look like? Where does Sunscoop vacation? What does the Sunscoop customer do on the weekends? What does a Sunscooper wear?
Lifestyle content examples for @sunscoop:
What others are doing:
Cocokind
Color themes: pink, green. Lots of gen-z lingo i.e. "bestie", cultural memes, sexy lustrous product photos, POV reels, they know exactly who they are speaking to, heavy UGC
Spindrift
Generically designed graphics, astrological flavor memes, professional recipe photography, a bit more "corporate" feel, light on UGC, inconsistent color palette
Poppi
Brightly colored, fashionable aesthetics (trendy ie nails, jewelry, fashion within photos) personality, showing the customer and what the customer likes in every other photo, "Swap your soda" to reel new consumers in
Olipop
Giveaways, IG Lives with experts, mix of trend & evergreen content, consistent "vintage" color palette, mix of informational + aspirational posts, custom GIFs for IG stories, truly communicating a new type of soda through content
Kin
High graphic designs, consistent feed, consistent jewel-toned color palette, LA company, references to the moon and astrological signs, very aspirational/trend-heavy, UGC, influencer, Bella Hadid
Fur
Meme-focused, informational, green/chartreuse color palette, UGC, product ingredient deep-dive, lifestyle, lifestyle aspirational photos, merch in the wild