CASE STUDY:
12-MONTH CONTENT MARKETING STRATEGY FOR BEAUTY BRAND

Summary: Demonstration of a 12-month content marketing strategy for beauty brand, Heat Free Hair, featuring four marketing campaigns using organic and paid promotions across eight digital mediums.

Portfolio

Ad Campaign

Content Marketing: About

PROBLEM

Heat Free Hair wants to increase consumer engagement throughout the consumer lifecycle experience.

SOLUTION

We recommend creating a content marketing strategy and implementing a content planner.

Content Marketing: List

Content Marketing: Infographics

SCOPE OF WORK

01

Identify

Heat Free Hair mostly markets digitally and wants to use influencer-based marketing. With a hyper-focused strategy on using nano and micro black, natural hair influencers, both male and female, we'll use familiarity and relatable content to engage consumers throughout the marketing lifecycle. We initiated social listening-based research of HFH followers, brand, and influencers which allowed us to identify and create a Buyer Persona Profile to focus our marketing efforts.

02

Strategize

Survey tells us that black women with natural hair textures are not created equal and are eager to find a community that share their unique hair texture for tips on length retention, health maintenance, style ideas and other challenges encountered maintaining natural hair. We came up with a content marketing campaign called,"Exclusively for Us", featuring segmented influencer-enhanced campaigns aimed to create exclusive external web spaces for each natural hair type within Heat Free Hair's consumer base.

03

Create

To execute our content marketing strategy, we created a lifecycle marketing funnel outline featuring eight media platforms, a mock 12-month Content Marketing Planner with content outlines, and an advertising campaign organizer for each consumer segment. We created sample digital content assets to be used on media platforms.

Content Marketing: Text