Remote Partner Based in San Diego, California | Tijuana, México
Mission:
Elevate Brand Recognition with Organic Content Strategy
Lavanda Boutique is a regional small business with a trio of charming stores nestled in the heart of Baja California, Mexico. While the Ensenada and Tecate branches have thrived under the Lavanda Boutique banner for over five years, the Tijuana location, although licensed by the brand owner, was operated independently by Paloma Soltero.
BACKGROUND
Lavanda Boutique made its mark in Tecate and Ensenada with a unique value proposition—organic produce baskets, freshly harvested from their very own groves on a weekly basis. All three boutiques curated a delightful assortment of natural, locally crafted artisanal products, catering to the vegan and vegetarian community. Moreover, they provided a weekly delivery service for these organic produce baskets.
THE JOURNEY WITH LAVANDA BOUTIQUE
Challenges
Despite its success in Tecate and Ensenada, the Tijuana branch faced an uphill battle with brand recognition. Inconsistencies in social media posts, a lack of visual cohesion, and the duplication of content from Facebook to Instagram gave the store an unintended cheap appearance. This, despite their target audience being discerning women aged 25 to 40, with significant purchasing power.
Six months post-launch, the owners sought increased orders for organic produce baskets and higher ticket sales.
Solution
My approach was to initiate a visual renaissance on Instagram and Facebook. I helped Paloma transition from scattered, rehashed content to original product photography, complete with a carefully defined color scheme and branded content such as quotes, stories, and eFlyers.
We set out to expand the follower base and elevate brand awareness on Instagram and Facebook by collaborating with local influencers and prominent public figures.
Simultaneously, the strategy aimed to boost ticket sales and stimulate organic produce orders. An essential aspect was educating the local community about the significance of consuming natural, cruelty-free, and organic products
Implementation
I conducted monthly photoshoots to create captivating product images. These photos, meticulously edited, enhanced the quality of the social media posts and resonated with the audience.
The Instagram strategy involved categorizing posts into nine distinct sections, simplifying content planning, and showcasing Lavanda Boutique's diverse product range, boosting visual appeal.
Strategic collaborations were a cornerstone of our approach. Partnering with nutritionists, beauty experts, and fitness bloggers leveraged their dedicated followers to increase brand visibility.
Efficient content management was achieved by automating our posting schedule through the Later scheduling platform, ensuring consistent online presence.
Monthly promotions, like a 15% discount on three or more beauty products, boosted average sales and fostered customer loyalty.
To enhance engagement and streamline organic produce basket orders, we introduced a Manychat ChatBot. Communicating via Facebook Messenger, it provided updates on promotions and facilitated new orders.
THE RESULTS
These efforts yielded remarkable results. Average ticket sales significantly boosted, surging from 400 MXN to 800 MXN (approximately 25 USD to 50 USD), and hitting 1,250 MXN (80 USD) between spring and summer. This increase in revenue was a testament to the effectiveness of our promotional strategies and the heightened engagement with Lavanda Boutique's products.
Regarding brand recognition, we achieved consistent organic growth in the follower base. Lavanda Boutique's Instagram following grew by 200 followers, while Facebook saw an increase of 300 followers on average each month.
Our Manychat ChatBot proved to be a powerful tool for engaging with subscribers and generating organic produce basket orders. Within three weeks of launch, we attracted 150 organic subscribers to the FB Messenger ChatBot. Impressively, 10% of these subscribers converted into new clients for organic produce basket weekly orders. The subscriber count has since grown to 370, demonstrating sustained growth in customer engagement.
Weekly organic produce basket orders experienced a substantial uptick, rising from 15-20 per week to 30-40 per week. This growth trajectory culminated in a record-breaking 67 orders on the second Tuesday of February 2020.
VISUALS
In conclusion, my collaboration with Lavanda Boutique brought about a transformative change in their Tijuana branch's online presence and brand recognition. By addressing the challenges head-on and implementing a comprehensive social media and branding strategy, we not only elevated brand recognition but also significantly increased sales and customer engagement.
Working alongside Anna for my content strategy, social media management, and customer communication automation was an absolute delight. Anna’s retail marketing experience and design skills made a massive difference. She used her understanding of my brand’s essence to create exclusive, branded content that not only engaged our followers but also educated them about leading a healthier and cleaner lifestyle.
One of the highlights of working with Anna was her strategic thinking. She developed promotions and bundles that increased the number of units sold per transaction, which resulted in an impressive 50% increase in the average transaction."
