Digital Transformation for an athleisure wear company.
Our client specializes in offering minimalist athleisure staples tailored to the fashion preferences of millennial women. Their product line is primarily sold through an online storefront, complemented by a network of popup stores within the Washington, DC metro area.
Situation
Despite leveraging marketing strategies such as influencer collaborations, email campaigns, and Facebook Ads, our client faced persistent challenges in effectively reaching their target audience – millennial women. Recognizing the need to broaden their outreach and modernize their social media presence, the client sought ways to enhance and scale their business strategies.
Challenge
The core challenge of this project was to understand how we could best expand and revamp our client’s market in order to hone in on their target audience. Our client wanted to expand their online presence through social media and online marketing campaigns that would specifically target the millennial woman.
The team conducted site and social media visits and analytics, analyzed their customer interaction data through SEO and online advertising strategies, and researched potential partnerships that would help cater to millennial women.
Approach
With the team’s focus being to provide a comprehensive set of recommendations to allow our client to grow their target consumer base as well as enhance their marketing and advertising strategies, the team took a three pronged approach.
Social Media Enhancement: The team engaged with social media analytics, compiled consumer data to help locate their current audience, and provided cross platform engagement best practices to enhance their social media presence.
Advertising & Marketing: The team identified best expansion opportunities in the eCommerce sector through detailed Google & Facebook Ad strategies along with an SEO strategy to work in conjunction with Google Ads and/or Facebook Ads.
Areas of Expansion: We researched a plethora of influencers across various social media platforms that share a target audience and aesthetic as our client.
Impact
Through in-depth research and analysis, the Rem and Company team was able to provide the client with a core set of recommendations:
Cross platform management including a 1 month content calendar as well as the implementation of social media analytics.
Multiple areas of expansion with email templates including email campaigns, influencer partnerships, and employee positions
Deciphered Google Ads to be the optimal online advertising strategy to work in conjunction with our SEO strategy to reach millennial women.
Potential new locations
Following our engagement, the client will have a new strategy to expand their company across all fields, as well as the tools to best showcase their value. Throughout the deliverable process and final presentation, the client was both optimistic and excited about the future growth for their company as they continue to implement our recommendations.
Team Breakdown
Team Lead: Ryann Kenny
Strategist: Ava Escousse
Strategist: Arnav Raman
Jr. Strategist: Navya Solkhan
Jr. Strategist: Zephyr Zhao
Relevant Background Information
Business Type: For-Profit
Industry: Food & Beverage
Location: Washington, D.C.
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