A premium fashion brand for women which is committed to challenging the fashion industry norms by curating clothes to support & enhance every shape, size and age.
Project details
We created a digital Mamicha World through Social Media. We established a well-defined brand tone & voice along with the brand character to give a human personality to the brand.
A consistent visual and content language was determined to promote easy recognition and recall value of the brand.
We strategically created a mixed bag of Brand Value & Brand Product content. The brand value content pillars allowed us to build an online community of #MamichaMuse which further allowed the brand to close the right collaborations!
We curated the Social Media Campaigns to expand the Mamicha Community & create the right hooks to convey the right message.
For the digital leg, we not only defined but also successfully reached the niche target audience of the brand. After multiple hits & trials, we finally hit the sweet spot!!
1. Inconsistent Language:
The posts in terms of content & visual language were all over the place.
2. Wrong choice of Collaboration:
The influencers selected were not as per the target audience, thus there was a mismatch of the communication & the brand failed to optimise its Influencer investments.
3. Hooks Missing:
The campaigns lacked the necessary hooks to keep the audience engaged with the brand.
4. Irrelevant Content:
There were no defined content pillars & thus in the name of momentum marketing the content lacked a relevant connection with the brand.
5. No Brand Values:
The brand communication lacked a digital personality and thus failed to build a community.
Hitting the Sweet Spot is our Super Power!
1. Strategic Content Pillars
We employed a strategic approach in defining the content pillars for the brand, centring them around both the brand values and products. This well-defined approach enabled us to deliver a consistent message in multiple engaging ways.
2. Strong Value Communication
We effectively communicated the brand values through impactful messaging and targeted influencers. This helped to showcase the brand's commitment to its values and create a strong association with its audience.
3. Community Building
Our goal was to direct the content towards building a community for the Plus Size audience, and we named this community #MamichaMuse. This approach helped us convey the message that every woman is an inspiration for the designs created at Mamicha and that they are tailored to suit and fit every individual perfectly.
4. Right Collaborations
We carefully selected a diverse range of influencers across various industries to represent Mamicha on their platforms, expanding the brand's reach to a wider audience across the country.
5. Right Campaigns
We implemented an HMLC Content Framework to craft campaigns for Mamicha, enabling us to effectively convey the brand's values and products with compelling hooks.
6. Digital Marketing Channels
We recommended and executed additional digital marketing channels, such as Pinterest and WhatsApp, to expand Mamicha's online presence. Pinterest, a platform widely used for outfit inspiration, was leveraged to increase brand awareness for Mamicha. Meanwhile, the use of WhatsApp allowed the brand to connect with a larger audience and keep them engaged.
