HIKI, a newly launched genderless full mas sweat label, was set to reveal their DTC brand in March 2020, when the COVID-1 9 pandemic was in full swing. Despite the pandemic, HIKI decided to push forward with the launch by change its social media marketing launch strategy to suit the times we were living in. But how did they manage to do so?
Read on for a behind-the-scenes look at how HIKI shifted their social media marketing strategy for a COVID-1 9 period and how they leaned on their community to co-create their produces. You’ll hear immediately from Tinah Ogalo, Social Media Coordinator at HIKI, and you’ll learn:
Where to find inspiration for creating social media content for a Gen-Z/ millennial audienceHow to leverage your community to inform your marketing strategy( and to create TikTok content) How to plan for a successful brand-new label or product launching on social mediaHow to stay up to date on social media trends and updates
This post is part of the #BufferBrandSpotlight, a Buffer Social Media series that gleams a spotlight on the people that are helping structure striking firebrands through social media, community construct, content creation, and brand storytelling.
This series was born on Instagram narratives, which means you can watch the original interview in our Highlightings found on our @buffer Instagram profile.
Who are you?
Hi, I’m Tina w/ an H. I’m the social media coordinator for arfa, a brand-new consumer goods label residence specialising in personal care commodities. We co-create every product with real parties from all over the country( we call them the arfa Collective) since we are imagine people should have a say in what they put on their bodies. And in return, we represent them stakeholders in the business and give them 5% of advantages. We currently have two symbols that we propelled the summer months: HIKI, a genderless full torso sweat way, and State Of, a skincare and beauty line for menopausal women.
Where do you find inspiration for HIKI’s social media material?
Our HIKI audience is predominantly Gen-Z/ millennials, so I look to pulpits and topics that those demos are currently in a response to most, like pop culture, TikTok, Giphy, and my Instagram explore page. I likewise am so inspired by our community’s berths about HIKI. They made the brand with us and they’re so invested in its success, so when they post content to their socials about our concoctions, I am ever re-posting or coming up with imaginative ways to showcase their content.
Our HIKI audience is predominantly Gen-Z/ millennials, so I look to pulpits and topics that those demos are currently responding to most. View this pole on Instagram
One lesson was the’ Put a Finger Down’ challenge on TikTok. We realized that this was a great way to engage with our community so we created our own version to show them and others that sweating is totally normal. We had our Collective members, Noelle and Gabe participate in the challenge. Fun Fact – that’s our UX Designer, Ian’s, enunciate. We saw a British accent would be a nice added touch LOL.
How does finagling HIKI’s social media history and society was like on a day-to-day basis?
Every morning I be checked what berths I’ve get lined up for the day, and then I go through all of our notifications that I may have missed from the darknes before. For the rest of the day, I’m working on the content calendar that’s two weeks out, searching for the latest vogues, leveraging public revelations, becoming artistic summaries for assets I want to incorporate into the feed, and work very closely with our designers to create custom content for each platform.
HIKI was launched in March 2020, when the COVID-1 9 pandemic was in full swing. How did HIKI shift its marketing launch strategy to suit the times we were living in?
I joined in June, so I wasn’t at arfa for the initial opening, but the team did an amazing hassle. They had all of these plans for launch, then when COVID thumped, people’s lives and priorities altered of course, as a business ours did as well. It felt counter-intuitive to what we were trying to build- produces and labels that made people first- to propel for-profit as though the world hadn’t varied. We also recognise sourcing supplyings was a big problem for a lot of kinfolks, so we decided to instead tell on all of the products we had ready to sell and ship to healthcare personnel, essential workers, and first responders–we pointed up giving away 20,000 products, and I am so proud of that.
It sense counter-intuitive to what we were trying to build- products and brands that placed beings first- to launch for-profit as though the world hadn’t varied.
It too helped us a lot when we officially launched for sale in July, because we had about 300 scrutinizes on the site and have recently been gotten some stunning feedback from clients that I could use on social. Beyond that, we really leaned on our Collective, the people from all parts of the country we improved the brand with, and micro and nano influencers to get as much vibrant and fun material as possible to push on our organic and paid channels to spread awareness. And it toiled! The have responded to our branding on social details has been overwhelmingly positive.
What commerce/ social media opinion do you have for brands that are pre-launch?
Launches are always turbulent( but so recreation !), so it’s important to do so much better ponderous lifting beforehand so you can sit back on start daylight and enjoy the evidence. Build up your resource arsenal so you have lots of social content make their own choices in the first few weeks, endow 50 -1 00 influencers in the 20 K-1 00 K range to generate buzz, partner with like-minded brands on social giveaways to build up your email listing, and do lots of research on related hashtags. And emphatically have at least a two-week plan so then you can breathe.
Build up your asset arsenal so you have lots of social content to choose from in the first few weeks, gift 50 -1 00 influencers in the 20 K-1 00 K range to generate buzz, partner with like-minded symbols on social giveaways to build up your email list.How do you leverage HIKI’s community to inform your marketing strategy?
Our Collective wants us to succeed just as much as we do, getting feedback from them is always huge because it’s so inspiring. Creating engaging narratives such as canvas and questions allows us to see what local communities likes and doesn’t like. Right now we know that they’re big followers of make shoots and memes. They tell us how they incorporate HIKI into their lives and in turn, helps us share with our community different HIKI Hacks.
Creating engaging legends such as canvas and questions allows us to see what local communities likes and doesn’t like.HIKI’s Co-ounders with The Collective membersWhat’s your number one tip for locking with HIKI’s community?
Be active and listen! Check throughout the day that you’ve reacted everyone, pinned tweets, liked criticisms. Even on the weekends, I check on our page in the morning, midday, and night. It’s so important to us that our social chronicle may seem like a person( because it is! It’s me! :)) and we all are engaging with our feeds regularly, so the same should go for HIKI.
How do you stay up to date on social media/ marketing veers?
I am ever on the pulpits, looking at what interesting new firebrands are doing and what’s trending.( Side note: I LIVE for TikTok directions ). I likewise listen to podcasts and speak social media blogs, like Homemade Social, to stay in the know.
What’s your favorite HIKI product and why?
I love all of “their childrens” equally, but if I HAD to pick, I’d say the Body Powder because it smells astonishing, is talc-free, and chafes into my surface seamlessly. Besides putting some on my lower back to combat my daily back sweat, I too use it as a aim powder.
We hope this interview with Tina w/ an H helps you get started with or doubled down on your social media endeavors. You can follow her tour on Instagram here!
Have any questions for Tinah? Feel free to reply with your questions to the Twitter post below and Tinah or someone from the Buffer team will get to them as soon as possible.
For our second #BufferBrandSpotlight episode, we’re featuring @tinah_ogalo, Social Media Coordinator at @hiki_foranybody, a full mas sweat label that launched while the pandemic was in full swing. Head to our Instagram fibs serials to hear from Tinah: https :// t.co/ 5QBF0B2ENr pic.twitter.com/ f3fS9uRba8
— Buffer (@ buffer) October 1, 2020
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