Case Study: Cuddle Sleeve
Introduction
“Motherhood… the most monumental event in your life.“ - as the founder of Cuddle Sleeve, our most recent client, said. Cuddle Sleeve was born out of the need for moms to provide comfort for both parents and babies when holding or feeding the baby.
The solution that Cuddle Sleeve provides from the parents’ perspective is holding their baby longer without discomfort or fatigue. And, on the other hand, babies are so comfortable that they feed better and sleep better.
Project Scope
When Cuddle Sleeve approached us, their main goal was to increase brand awareness and boost sales in a short period of time. So, we came up with a strategy for each.
For the brand awareness, we first evaluated their online presence - their social media accounts and their website - in regards to design and content, and, more importantly, does their online presence convey a clear message of what their brand and products are about. Based on our observations and evaluation, and also taking into consideration the client’s budget, we suggested the following:
Revamping their Instagram account (starting from scratch),
Redesigning their existing website (something a client should consider doing in the near future),
Redesigning their logo (making it more modern but keeping the gentle side of the existing design)
To boost sales, we offered to work on:
Collaborations with micro-influencers, or
Affiliate marketing
Project Progress
There is definitely no right or wrong when choosing a marketing strategy (micro-influencers or affiliate marketing). But, we asked ourselves a different question: What would work better for the client?
We decided to go for the micro-influencer strategy because influencer marketing helps put the trust the audience has in the influencer right into the brand. Additionally, influencer marketing is used to increase brand awareness and brand image. If you’d like to learn more about this type of strategy, read our full blog Influencer Marketing during the Pandemic, and in a Post-Pandemic World.
Micro-influencers are defined as accounts with 10,000 - 50,000 followers. The reason we chose micro-influencers was that we needed to move quickly. Accounts with a big audience tend to be in high demand, making arrangements and collaboration more complicated. Micro-influencers are special in that they serve niche audiences, and as we were targeting a specific demographic, that is parents who have babies or soon-to-be-parents, the choice was obvious. Micro-influencers also tend to be experts in their niches and usually support brands they love and would recommend.
By carefully choosing our micro-influencers, our goal was to tap into the highly curated communities and introduce them to Cuddle Sleeve, a product they will undoubtedly fall in love with.
While the micro-influencers were creating the content, we were working on a social media strategy that would help our client be clear about what their account should look like, tips on how to increase engagement with their audience, and much more. In the meantime, we also managed our client’s Instagram account last month, which included creating posts, writing captions, and deciding when to post. The aim of us taking over their account was to help Cuddle Sleeve gain clarity about their IG presence (@cuddlesleeve) and give an example of how to manage the account.
To follow the progress of this project, follow us on social media where we share the creative work, results, and updates of our clients’ successes.
This is our first blog in 2022! We are entering this new year full of hopes, dreams, and plans. We are excited and curious about who our new clients will be and the challenges that come with each brand. We are looking forward to creating new content for you and writing new articles about topics that might help you in your own digital presence and brand awareness. :)
