This thesis project was commissioned by the author´s employer, Formal Friday, a Finnish outdoor clothing brand based in Helsinki. The main purpose of this project is to create a development plan for the use of social media marketing to enhance brand awareness. The thesis aims to answer the following question: How can Instagram, as a social media marketing tool, be integrated to use in a small clothing company to enhance its brand awareness?

This thesis project has several components making up the theoretical framework. It presents concepts related to social media, social media marketing and social media marketing strategies. The analysis section takes into consideration all aspects important to the client company. This part includes company background, a SWOT analysis, and an analysis of the company´s social media presence. The research method used in this project was a quantitative online questionnaire. The audience of the questionnaire was made of people in the 20-60 age group, with interest in outdoor lifestyle and clothing garments.

The most important finding from this project is that Formal Friday would greatly benefit from adapting new marketing methods on their social media platforms, more precisely Instagram. This implementation would raise the company´s brand awareness and likely, get a higher volume of sales through their website. Another positive result was to provide the client company with new, important, and useful data about their potential new clients. This information will be useful for them not only on the marketing perspective.