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Internship - ICA Reklam

Web Content Producer Internship at ICA Reklam

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Summary

When: November 2018 - May 2019
Where: ICA Reklam, Kungälv, Sweden
Duration: 6 months


Software

  • Episerver (CMS)

  • Photoshop

  • Facebook Business Manager

  • Google Ads

  • Falcon.io (former Komfo)

  • Analytics, KPI:s from Falcon.io

Main tasks:

  • I used Photoshop and Episerver to produce and publish web content.

  • Designed and produced image content + copy for Facebook and Instagram.

  • Used the publishing tool Falcon.io and Facebook Ads / Business Manager to manage dynamic Facebook posts and ads.

  • Planned the filming of recipe videos for ICA Kvantum and assisted during filming.

  • Worked closely to my team as well as on my own, and had direct contact with the clients.

  • Analytics: I analyzed KPI:s to understand how the organic content and ads reached our users, and adapted strategies based on my insights.

About
This was a six month internship as Web Content Producer with social media responsibility at ICA Reklam, Kungälv, Sweden. My role consisted of two main responsibilities; I designed and produced content including banners, images, copy and pages on the web using the CMS Episerver on one hand, and I also created and managed content on several social media platforms. 

ICA is the largest grocery store chain in Sweden with a market share of about 36 percent and over 1 300 stores all over the country. The stores are categorized into four different profiles, depending on size and revenue; ICA Nära, ICA Supermarket, ICA Kvantum and ICA Maxi.

Web Content Producer
My main responsibility was to produce and publish image and text content for different store subpages using Photoshop and the CMS Episerver. I also produced and published interactive banners using Google Ads.

Social Media Manager
After a couple of weeks at my internship I took on the extra responsibility to manage Kvantum’s social media content (Facebook and Instagram).The content included recipes, campaigns and other related info. I collaborated with the Kvantum profile Production Leader on all Kvantum Facebook content. We developed a strategy for messages that we wanted to get across to costumers – often associated to theme days, holidays, seasond and the Kvantum magazine “Månadens Skörd”.These were then boiled down into specific SoMe content that was to be produced. For example, we wanted to promote sales and build awareness about ICA Online and we did this by producing a short campaign consisting of 10 post spread out over a week. We then analyzed KPI:s, including engagement and traffic conversions.

 
Post to build awareness of ICA online.

Post to build awareness of ICA online.

ICA Kvantum's aim is to reduce food waste

ICA Kvantum's aim is to reduce food waste

Hamburger Day: “Eat a green burger”

Hamburger Day: “Eat a green burger”

 

I wanted to get more hands-on and take a broader responsibility over the production. I therefore started to take parts in the planing and producing of the weekly Kvantum recipe films. I planned the content together with our production leader and wrote movie scripts. We had a debrief with a Film Creator and Food Stylist, making up a filming plan. This was followed by studio filming, me writing copy and delivering the recipe film to the client by posting the content to the Kvantum store’s Facebook pages. The images below illustrate the the creation of a video we made for  the swedish waffle day, the video aims  to inspire customers to try new waffle toppings and is called “toppa våfflan”.

 
Sketching, movie script

Sketching, movie script

Production Manager, Food Creator, Film Creator and I working in the studio.

Production Manager, Food Creator, Film Creator and I working in the studio.

Result, film (here shown as gif)

Result, film (here shown as gif)

 

In the last two months of my internship I got a brief look into analytics, using a variety of KPI:s from Falcon.io. It was extremely fun to be more data driven and work towards a clear goal; getting more interactions on every post and a higher conversion rate.

Summary
I enjoyed being part of the process from ideation and content creation, to delivering to the client - meaning posting on all Kvantum store’s Facebook pages and get feedback from the individual ICA store owners.

This was my first professional role and an amazing experience. I got the opportunity to collaborate in cross functional teams and take on a professional role within such a team - which was very rewarding. I love to work with people with different competencies and see how my content is received by customers. I learned a lot about the process of creating and delivering advertising content on social media platforms and store web pages. This entails both the technical skills to create the content and the know-how surrounding what to create, when to create it and why. I am looking forward to build upon these skills and experiences.