OBJECTIVE
Our objective was to establish a strong presence in the textile accessory sector, increase sales, and build brand awareness for the Hopie scarf, a heartfelt gift symbolizing hope and comfort during tough times.
CONTEXT
The Hopie Company was founded to offer a special scarf as a heartfelt gift symbolizing hope. The challenge was starting a new venture with high stakes, as it was intended to be the main income source for supporting the family after leaving a 9-5 job. The goal was to establish a presence in the textile accessory sector, providing comfort during tough times.
STRATEGY
Developed a multifaceted marketing strategy focusing on product creation, branding, and public relations. This approach combined product design, brand identity, targeted marketing, and media outreach to create a robust brand presence, leveraging both traditional and digital media to reach a wider audience cost-effectively.
Product and Brand Development
Designed a soft, stylish, and comforting scarf. Created a cohesive logo and empathetic brand identity targeting middle-aged women with elderly parents.
Public Relations and Marketing
Conducted outreach to magazines, radio, and TV to generate buzz. Utilized direct outreach, social media, and community engagement for marketing.
Digital Marketing and Lead Generation
Implemented paid ads on Facebook and Instagram to reach new audiences. Offered a free guide on showing encouragement and love to gather leads and retargeted visitors who didn't make a purchase.
RESULT
Media Exposure: Achieved front-page cover with photo and full article in the North County Times.
Sales Boost: Runner-up on Oprah Show's weekly giveaways, resulting in rapid sell-out of 300-item inventory per design within four days.
Brand Recognition: Considered for Vogue's Breast Cancer Awareness Month.
Sales Growth: In the first month of the digital marketing test, sales were 12% higher vs. last month. In the second month, sales were 15% higher vs. previous.
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