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Internship - ICA Reklam

Digital Designer Internship - ICA Reklam

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Summary

When: November 2018 - May 2019
Where: ICA Reklam, Kungälv, Sweden
Duration: 26 weeks (6 months)


Software

  • Episerver (CMS)

  • Photoshop

  • Facebook Ads / Business Manager

  • Falcon.io (former Komfo)

  • Google Ads

  • Follow-ups, analyzing KPI:s and statics

About

I did a six month internship as Web Content Producer / Social Media & Content Manager at ICA Reklam, Kungälv, Sweden.

My role

My main responsibility was to produce and publish content for ica.se. My main tools were Photoshop and the CMS Episerver. Episerver is used to build and manage all of ica.se and every individual store page (about 1 300 in total).

ICA stores are categorized into four different profiles, depending on size and revenue; ICA Nära, ICA Supermarket, ICA Kvantum and ICA Maxi. After a couple of weeks at my internship I took on the extra role to manage the Kvantum profiles Facebook content. The content includes recipes, campaigns and other related info.

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 store owners.

Sketching, movie script

Sketching, movie script

Project Lead, Food Creator, Film Creator and I filming in the studio.

Project Lead, Food Creator, Film Creator and I filming in the studio.

Result, film (here shown as gif)

Result, film (here shown as gif)

From ideation to delivery

When working with Facebook content, I collaborated with a Production Leader from the Kvantum profile. Together we ideated on what to post specific weeks and what message we want to get across, starting with small ideas based on theme days, holidays, seasons and the Kvantum magazine (Månadens Skörd) etc.


About half of the content posted will be recipe films. For these I wrote movie scripts that I deliver as a brief to the film team. We then have 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 product (image and video content) to the client by posting the content to all Kvantum store’s Facebook pages.

I am stimulated by this process and love working out ideas and being able to work with the product all the way to delivery. I got to work with different skills and to work directly with clients in the form of ICA Kvantum store owners.

At my internship I:

  • Used Photoshop and Episerver to produce and publish content for ica.se.

  • Produce image content for Facebook.

  • Wrote copy for image content that I produced and for videos made by the film team.

  • Wrote movie scripts for Facebook-videos.

  • Managed the filming of recipe videos for all ICA Kvantum Facebook pages.

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

  • Had direct contact with the clients.

  • Analyzed how the content reached end users, and adapted strategies based on insights..

  • Did follow-ups; analyzing KPI:s and statics from previous posts and ads.

What I learned

This was my first professional position as a Digital Designer, and an amazing experience. I got the opportunity to learn to collaborate in cross functional teams, and to take on a professional role within such a team - which was very rewarding. I love working with people with different competencies and to see how my content is received by our 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 insights..

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