Luminelle Beauty is a clean skincare brand with a cozy, minimalist philosophy focused on sensitive and barrier-prone skin. This project aims to establish a compelling and consistent Instagram presence that reflects the brand’s values, increases visibility, and builds authentic connections with its target audience.

Students will apply their knowledge of digital marketing, branding, and social media strategy to develop and execute a content plan tailored to Luminelle Beauty’s aesthetic and mission. Through competitor analysis, trend research, and brand immersion, learners will craft a cohesive Instagram strategy supported by engaging visual content and growth tactics.

By the end of the project, students will have created a ready-to-launch Instagram content calendar and a library of posts that align with the brand's voice and visuals, while contributing to the long-term growth of a mission-driven small business.

Key Goals:

• Analyze Luminelle Beauty’s brand identity, mission, and target audience.
• Develop a strategic 30-day Instagram content calendar.
• Design visually cohesive and engaging posts that reflect the brand’s minimalist and nurturing aesthetic.
• Recommend and apply organic growth tactics to increase reach, follower engagement, and brand awareness.

By the end of the project, students will deliver a complete Instagram marketing toolkit designed to support the growth and engagement goals of Luminelle Beauty. This includes a cohesive strategy, ready-to-post content, and actionable recommendations to guide long-term social media success.

Deliverables will include:

• Instagram Strategy Document – A comprehensive guide outlining Luminelle Beauty’s goals, brand voice, content pillars, posting frequency, and audience insights. This document will serve as the foundation for consistent and effective communication on Instagram.
• 3-Month Content Calendar – A detailed calendar featuring content ideas, posting schedule, captions, hashtags, and suggested formats (e.g., static posts, carousels, Reels).
• Portfolio of 15+ Original Content Pieces – A collection of designed Instagram posts that reflect the brand’s cozy, minimalist aesthetic. Each piece will include accompanying caption copy and relevant hashtags, ready to be published.
• Growth and Engagement Strategy Report – A short report outlining recommended tactics for organic growth, audience engagement, influencer or brand collaboration ideas, and performance tracking tools.