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