Awareness Campaign
Awareness: something every brand wants, but when you’re a business that struggles with customer retention, how do you make sure your attention efforts are worth it? For Manitobah, that looks like targeting people who are likely to be become both repeat customers and loyal advocates of the brand. I created a campaign that speaks directly to potential brand advocates while embracing Manitobah’s brand ethos.
Manitobah - class assignment
Modern Changemakers
Manitobah currently sees 50% of their sales from first-time customers — primarily white women who are seeking comfortable, fashionable footwear. They don’t love the brand; they love the product. They don’t become loyalists or repeat customers.
As a high-quality footwear, accessories, and apparel business working to support Indigenous sovereignty and celebrate Indigenous artistry, Manitobah is the exactly the kind of brand that Modern Changemakers love.
Modern Changemakers are 25 to 35 year old North American women who are passionate about advocating for social issues, uplifting diverse voices, and protecting the environment. They believe every dollar spent is a vote cast for a cause, and the brands they support are a reflection of the values they hold. They try as much as possible to shop from brands that align with their values and are willing to spend more to shop from these brands if there is a good balance of quality and cause.
With Us
To speak to Modern Changemakers, I created the “With Us” campaign. With an organic Instagram carousel, paid Facebook ad, and paid web banner ads, the campaign reaches Modern Changemakers where they are. The copy calls Modern Changemakers in to create a change with Manitobah, while the visuals showcase Manitobah’s beautiful products.
How do you target a psychographic as specific as Modern Changemakers? My answer: leveraging existing audiences. The Instagram carousel, a socially-aware holiday gift guide, would include and be collaboratively posted to the accounts of other businesses that with similar missions. These businesses’ audiences are likely to be Modern Changemakers; by using the the Invite Collaborators feature, we are able to reach the exact kind of people who would become brand loyalists.
As for the Facebook and web banner ads, we would leverage Manitobah’s extensive emailing list and lookalike accounts. We would identify accounts that have made multiple purchases at Manitobah — people who are likely to be Modern Changemakers — and target their lookalikes for our Facebook and Google Ads campaigns.
