Download - Sugarception Blogging Project
These drinks are definitely unhealthy
Image sources: Coke can: h1p://www.my-‐savour.com/image/cache/data/can-‐of-‐Coca-‐Cola-‐500x500.jpg
Therefore, the concept of Sugarception was born!
Sugar + Deception = Sugarception
Sugarception served as the brand of the blog
Purpose: To educate individuals about the deceptive practices the food industry engages in and to advocate people to adopt a healthier lifestyle
Target audience: • Young people in Singapore
Sugar + Deception = Sugarception
Objective: To establish a one- stop site for health education and to communicate with my audience
Constraints: • Health? “Boring!” • Gaining a pool of loyal
followers in 4 weeks
Sugar + Deception = Sugarception
Goals
Short term: To help young people in Singapore make healthy choices by warning them about the deceptive practices of the world food industry
Long term: To establish a community of people who want to lobby for a healthier society
Pre-blogging promotion
• Before starting my posts, I promoted my blog via different channels (Facebook, Twitter, Snapchat)
• Used Snapchat in particular because I wanted to target the youth
Promote blog on different channels
During the 4 weeks of blog posting, I promoted my blog on the following channels (Instagram, Facebook, Twitter)
Using appropriate hashtags to get the message out
#sugar #sugarception #diabetes
#obesity
#subway
#foodindustry #greenjuice
#juicing #sugarydrinkstax
#showusyourpeanuts
Using appropriate hashtags to get the message out
• Hashtags were carefully curated to match the blog posts and reflect the current trends in health research
• Sugarception branding was enforced
by tagging #sugarception to every blog post and social media publicity post
Snapchat content creation • Promoted blog on snapchat by creating interesting content relevant to my
audience • “A college student’s guide to being healthy” • Documenting the sugar-free challenge that I took, which gained a
following from my Snapchat followers • Uploaded snaps on YouTube and added them to a category on my blog called
“Snapchat Videos”
Commentary on most recent issues in health and nutrition
I searched the internet for hot topics related to sugar consumption and wrote posts based on controversial issues such as a “Sugar-Free diet” in the hope that the blog posts would go viral
Make social media account public
• In order to connect with my key public, I made my social media accounts such as Instagram and Twitter public
• Added these social media platforms to my blog so that visitors who stopped by to read the posts could follow me on Instagram and Twitter.
Comments on different channels
• Followers of my social media accounts commented, although there were not many commenters
• However, these commenters were loyal to the Sugarception cause
Evaluation of success
• Awareness of issue reached • However, engagement fell
short because not enough 2-way communication
Creating controversial but relevant content
• This was my most successful post
• The content was relevant to the audience because Subway is a food stall that most people eat on a day to day basis
• For me to criticize Subway as unhealthy was controversial, and this generated the most views
Adopting a humorous, conversational style
• Using stories from my daily life and using hashtags in my posts helped to reduce the gap between the audience and myself
• For example, when I was doing the Sugar-Free challenge, I blogged about how I failed miserably at that. This allowed me to connect with the audience as an average human being who is not perfect.
Follow opinion leaders/bloggers with similar interests
• Filter relevant tags in Wordpress
• Eg. “Sugar” • Follow bloggers who
are aligned with your area of interest, comment on blogs and start the dialogue!
Create a brand community
• Upon reflecting on how to make my blog generate two way conversation, I can:
• Encourage other bloggers and people to share their stories about how they have battled with sugar
• Create a Snapchat contest where people post their Snaps of eating healthily and the best ones will be featured on the blog
• When people feel that their opinions count and are validated, they would want to contribute more to the blog and thus creating a brand community.
• This shows the psychological ownership theory in practice, where people gain satisfaction from providing and receiving advice from others.