Mamie’s Apothecary Digital Campaign
Skin Care
Naked Goat, Mamie’s Apothecary
THE ASK:
My team was tasked with developing a comprehensive consumer profile and curating a digital marketing campaign targeting a specific consumer segment for our client's product or service. This assignment required extensive research, including interviews, surveys, and data analysis, to uncover demographic and psychographic insights. We focused our efforts on targeting Generation Y, also known as millennials, aged 25-42, in the City of Richmond.
Client: Mamie’s Apothecary, local apothecary in Richmond
THE PROCESS
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Through interviews, surveys, and research, we gathered valuable demographic and psychographic information to identify our target market. We selected Generation Y (millennials) as our target segment due to their significant presence in the population and their relevance to our client's product/service.
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We conducted research to compile demographic and psychographic data, including age distribution, gender, income levels, educational backgrounds, marital status, and preferences regarding skincare and product cleanliness. This information formed the basis of our consumer profile report, which provided a detailed understanding of our target market's characteristics, motivations, and behaviors.
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Utilizing the data found, we created a representative buyer persona named Jenna Doe, a 32-year-old marketing manager residing in Richmond, VA. Jenna's preferences, lifestyle, and values reflected those of our target market, offering insights into their needs and preferences.
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Through extensive research and analysis, we identified key motivations and behaviors within our target consumers. This included their dedication to skincare routines, preferences for clean and sustainable products, and reliance on social media platforms like Instagram for information and engagement.
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Based on consumer preferences and behaviors, we developed a digital marketing campaign strategy focused on authenticity, user-generated content, and personalized product recommendations.
The Results.
We introduced a user-friendly skincare quiz to optimize the shopping experience. This interactive tool provides personalized product recommendations based on skin types and concerns. Through Instagram, we showcased tailored skincare routines emphasizing natural ingredients and sustainability. Additionally, we included reels featuring customers using Mamie’s products, adding credibility and authenticity to the brand.
Through these campaign strategies, we aimed to position Mamie's Apothecary as a trusted skincare brand, driving engagement and loyalty among Generation Y consumers in Richmond.
Take a look at my composition, research, and campaign.