brand relaunch oak meadowres.cloudinary.com/general-assembly-profiles/image/... · 2020. 8. 10. ·...
TRANSCRIPT
Brand Relaunch Oak Meadow
Final Project byJen Laarmann
The BrandOak Meadow is an ethical and sustainable, slow fashion clothing brand that celebrates Mother Nature and the
beauty and strength inherent in all women.
It creates small batch, feminine, floral, eco-friendly clothes - natural coloring processes, conscious design and
sustainable manufacturing are at the heart of the brand.
The Core Values● Sustainable & ethical manufacturing● Small collections & unique pieces● Created to nurture, comfort & revive all women● Giving back to the charity Every Mother Counts
The Business● Products
○ Kids clothing, with a new focus on women’s collections○ Small batches, unique pieces
● Production & Sustainability○ Production in Bali, India and Turkey○ Commitment to sustainable processes
■ Natural coloring processes■ Organic fabrics■ Fair Trade■ 100% compostable packaging
● Retailers○ Online○ 6 stockists in Australia○ 4 international stockists
The Website (desktop)
Ideas● Pull shop section up● Install search bar● Install journal
The Website (mobile)Ideas● Integrate ‘Shop now’
button on landing page● Pop-up window - sign up
to newsletter
The AudienceOak Meadow Kids transitions to Oak Meadow Clothing
● Previously mainly mums● Now all Aussie women 17-50 y/o● Data from previous campaigns shows women age 18-34 have highest CTR and CR, making them the main
audience
The Audience Data (FB)
The Audience Data (FB)
Persona: Anna, 32 y/oTogether with her husband and her two little daughters, Anna lives on the Gold Coast in Australia. She is 32 years old and works as an Account Manager in a boutique marketing agency.
After work she enjoys spending time with family and friends and goes to yoga twice a week. It is important to her to dress well, and she has recently decided she wants to start buying less, more high-quality products. She spends most of her nights on the phone or computer - this is the time she uses to wind down from work & mum-duties, read the news and stay in touch with friends over WhatsApp and social media. She likes getting inspiration for her next family get-away or next purchase on IG and has recently rediscovered Pinterest.
The Challenge● Introduce Oak Meadow Clothing to a broader audience● Drive awareness and website traffic through social and digital marketing campaign● Grow number of email subscribers to build out database● Introduce / build-out reporting tools so that data can build the foundation for the way forward
Objective First Framework
The Objectives & KPIsBusiness Objective Introduce brand to broader audience (women 17-50 vs. exclusively mums) and increase awareness by 10% until EOY 2020.
Marketing Objective 1 Increase brand awareness by 10% until EOY 2020
KPI 1 Increase social followers by 10% on Instagram and Facebook via social media awareness campaign by EOY 2020
KPI 2 Increase CTR on social media and email campaigns to 5% by EOY 2020
Marketing Objective 2 Generate 750 new leads until EOY 2020 using social media and EDMs
KPI 1 Generate 500 new email subscriptions by EOY 2020 through Instagram and Facebook ads
KPI 2 Generate 250 new email subscriptions by EOY 2020 via email marketing campaign
Marketing Objective 1The Challenge Increase brand awareness by 10% until EOY 2020
Status Quo
● Social followers: IG 34.4k, FB 377● Social postings: IG 1-3 posts per day, FB 1-3 posts per day● Social advertising: Monthly retargeting campaign across IG & FB, $200 lifetime value
The Goal
● Social followers: IG 38k, FB 400● Social postings: consistently 1 post per day● Social advertising: Monthly awareness & retargeting campaign across IG & FB, $300 lifetime value each (if
possible)
KPI 1Increase social followers by 10% on Instagram and Facebook via social media awareness campaign by EOY 2020
● This means, with current social followers, we need 3.400 new followers on IG and 37 new followers on FB
KPI 2Increase CTR on social media and email campaign to 5% by EOY 2020
Marketing Objective 2The Challenge Generate 750 new leads from social and email marketing campaign until EOY 2020
Status Quo
● For Oak Meadow a lead is a defined as an email subscription● Oak Meadow currently has 4k subscribers to the ‘Oak Meadow Family’
The Goal
● 750 new email subscriptions generated through social & email marketing
KPI 1Generate 500 new email subscriptions by EOY 2020 through Instagram and Facebook ads
● This means with the current amount of social followers, OM needs 1.5% to sign up to the newsletter
KPI 2Generate 250 new email subscriptions by EOY 2020 via a ‘Refer a Friend’ email marketing campaign
● Currently 4000 email subscribers● This means Oak Meadow needs 6.25% of their subscribers to refer them to a friend
The Tactics● Paid social awareness campaign August until December
○ Focus on Facebook and Instagram● Influencer campaign August & September
○ Focus on Instagram● Paid social conversion campaign October
○ Instagram stories to boost subscribers & conversions● EDM campaign August until December (4 x EDM)
○ Special offers & content● ‘Refer a Friend’ campaign October & November
○ Discount offers for referrals
The Tactics in the FunnelPaid social awareness campaign
Influencer campaign
EDM campaign
‘Refer a Friend’ EDM campaign
Paid social conversion/retention campaign
The Journey
Awareness Interest Conversion Retention Referral
Paid social awareness campaign
Influencer campaign
EDM campaign
Paid social conversion/retention campaign
‘Refer a Friend’ EDM campaign
Awareness: Paid SocialAudience
+ Lookalike Audience Budget $300 lifetime
Duration 10 days - 3 days split test, 7 days better performing ad
Estimated Daily Reach
Awareness: Paid Social - Split TestVersion A Version B
Awareness/Interest: Influencer Affiliate CampaignPlatform Instagram
Influencer Elise Cook, 386k IG followers
Affiliate 10% off for her followers + 5% per purchase for influencer
Budget TBC
Posts 1-2 posts
Conversion & Lead Gen: Paid SocialAudience Custom Audience - people who have interacted with OM on FB & IG, excl. purchase
Budget $300 lifetime
Duration 10 days - 3 days split test, 7 days better performing ad
Image Split Testing
Version A Version B
Conversion/Retention: EDMReach 4000
Open Rate 20% (industry benchmark)
Click Rate 5% (KPI 1)
Timings 1x each in Sep, Oct, Nov, Dec
Headline Split Test
Version A Welcome Summer - 10% off for the Oak Meadow Family
Version BMy thank you to the Oak Meadow Family - 10% off
Referral: Refer a Friend EDMReach 4000
Open Rate (EDM) 20% (industry benchmark)
Referral Rate 2.2% (industry benchmark)
Estimated referrals per campaign 17
Timeline 1 x in October, 1 x November
Mock Up
Share the love with friends!You both get a promo when your friend makes their first purchase.
15% off for you for each friend you invite15% off for them for the first purchase
ABCDEF
Overview KPIsObjective 1 Increase brand awareness by 10% until EOY 2020
KPI 1 Increase social followers by 10%
KPI 2 Increase CTR on social media & EDMs to 5%
Objective 2 Generate 750 new leads by EOY 2020
KPI 1 Generate 500 new leads through social media campaign
KPI 2 Generate 250 new leads through EDM
Overview Monthly Ad Budget
*CPC, CR & AOV are based on previous campaigns
Next Steps & RecommendationsNow
- Set up Google Analytics & install Google Pixel to understand consumer journey and UX better- Implement change of brand name across all channels
- At this point the brand name sometimes reflects as Oak Meadow Kids, sometimes as Oak Meadow Clothing
- Implement campaign until EOY 2020
2021
- Start working with AdWords (if budget allows)- Start working with Pinterest Ads- Optimizing social ad campaign with dynamic retargeting- Participating in social media competitions with brands that resonate with OM’s audience (see FB data)- Look into content marketing (reliven the website journal/blog > depending on budget / time)
Thank You!
*all images used in this presentation belong to Oak Meadow Clothing