Rae Marie Fine Soaps & Textiles is a line of natural soaps and cleaning products made from local, raw ingredients. The products are created by hand in small batches; and are free from harmful toxins, dyes and perfumes. Rae Marie met customers primarily through in-person selling events on the east coast (US) and in Jamaica.
Rae Marie approached Team 624 to help evolve their brand from a homemade line to an artisan, yet established eco-friendly brand. They also wanted to push more sales through their e-commerce channel and build a wholesale sales strategy.
Through our Strategic Digital Audit, we helped Rae Marie establish this positioning through audience persona development and consistent, on-brand creative and messaging. We developed a roadmap for engaging their current customers as well as a new eco-friendly conscious consumer.
Deliverables:
• Competitive analysis and comprehensive analysis of current social media activity to determine key opportunities and challenges
• Development of audience personas to inform key messaging
• A voice and visual guide to ensure consistency across all marketing channels
• Content and posting roadmap with best practices for Instagram
• Social graphic templates
• Strategy to align social media/digital marketing efforts with in-person marketing & wholesale opportunities
Results:
Following our project, the Rae Marie team was able to take our guide and run with it! They began incorporating our recommendations into their visual content almost immediately. Through the use of our visual guide, posting plan and social graphics template, Rae Marie increased their visual consistency. They also started using their captions more strategically to engage their audience and meet their goals. In the months after Rae Marie implemented their strategy, they saw an increase in:
- Post impressions, reach and likes
- Follower growth
- Website traffic and sales from social media
Team 624 helped us to understand how to market our business better and engage our audience more. Following [our audit] we were able to zero in on our target market and engage them with relevant content for each different audience. Team 624 understood our vision and our brand, and gave us the tools we needed to push forward better and stronger than before.
Amy Ford, Co-founder of Rae Marie Fine Soaps & Textiles
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