The starting point of the solution approach was a comprehensive analysis of MERX’s existing channels and the social media presence of the competition. In order to create a recognition value for MERX and generate awareness among the target group, we decided to develop a comprehensive content plan for the social media channels based on the analyses. The comprehensive strategy comprises the 3 sections, Homestories, Tips and Inspiration. This makes the brand more approachable and the core competencies of MERX are brought into focus more strongly via stories and content. Through consistent storytelling and the development of graphic frames, we have created recognition value for the brand. Sales promotions find a place on the social media channels by being promoted with a thematic hook.