The thesis was made for a Finnish indoor furniture manufacturer that does social media marketing in several channels. The thesis topic deals with increasing brand awareness on social media. Social media is an important part of people's daily lives, and it is useful for brands to use social media as part of marketing because it is cost-effective, fast, and allows companies to connect with consumers without intermediaries. Brand awareness is proportional to how likely people are to buy and recommend brand products. Therefore, brand awareness is an important part of marketing goals.

The thesis aimed to develop brand marketing and marketing strategy in social media, focusing on the company's largest social media channel, Facebook. Two test cycles of paid advertising were conducted on Facebook, and the results were analysed using the Meta Business Suite analytics metrics. The purpose of the test sessions was to find out how different types of advertisements work on Facebook. In addition, people working within the company were interviewed about the brand to get a comprehensive picture of the current situation and what issues will have effects on brand marketing in the future.

According to theoretical literature, social media awareness is positively influenced by diverse, brand-image-appropriate content. The production of content must take into account the different social media channels and the content that best suits them. In addition, social media marketing must be constant and interactive with the audience. It is worthwhile for brands to produce content on multiple social media channels. This way, the brand can reach as wide an audience as possible, depending on different age groups, different interests, and the purposes of social media use. As a result of the thesis study, key figures were obtained based on which social media marketing on Facebook can be monitored in the future and which provide a framework for the results obtained from the advertisements. As a result of the interviews, the current status of the brand and brand marketing was defined, as well as on what its focus should be. In addition, the matters that will impact the brand and brand marketing in the future were identified.