MadeWorn Modern

Social strategy

A line extension campaign for MadeWorn

Project objective

The objective of this project is to create a brand extension that incorporates both digital and physical integration for a chosen brand. The project aims to increase brand awareness, generate new revenue streams, and expand the customer base by attracting new customers and retaining existing ones. The project will involve developing a brand extension strategy, creating a brand identity and messaging, launching a website and social media accounts, designing and launching physical products or services, and measuring success through key performance indicators.

current brand situation

MadeWorn offers high-quality clothing products at a higher price point. They mainly sell at wholesale to small boutiques, and have one brick-and-mortar location in Las Vegas. Their customers remain loyal to the brand for their uniqueness and quality. They have a fairly limited social media presence, and struggle to grow brand awareness among audiences. Their current brand identity is great, but they could use a strong strategy to be able to expand and get their name out there.

marketing objectives

  • Line extension

  • platform expansion

  • brand ambassador program

s.m.a.r.t goals

INCREASE AWARENESS

8% increase in instagram follows over 3 months.

INCREASE ENGAGEMENT

Convert 10% of instagram followers into Tok Tok followers over 3 months.

INCREASE SALES

5% increase in online sales over 3 months.

Line extension campaign:

madeworn modern

In order to appeal to a new audience, Gen Z, MadeWorn will release a new collection of screenprinted T-shirts, "MadeWorn Modern". Advertising and promotion of the line will be more intimate and inclusive than ever!

 

TIK-TOKS

Promotional Tik-Tok videos for launch of new, “MadeWorn Modern” line!

 
 

CAPTION: Get a BTS look at just how our apparel is made. Each one is handmade and one of a kind...just like you :) Featuring our brand new Billie Eilish tee from our "Modern" collection!

HASHTAGS: #mwmodern #screenprint

GOAL: show audience value behind product and introduce new line

CAPTION: Introducing... MadeWorn Modern! Our line of the latest and greatest in pop culture, with the same quality and authenticity as always.

HASHTAGS: #mwmodern #HarryStyles #BillieEilish #MileyCyrus

GOAL: official launch of new line to reach broader audience w forgiving algorithm

brand ambassador

program

Expectations: 2 IG posts weekly, 2 tik toks weekly, share designated discount code

Rewards: 30% off purchases, early releases, PR packages, 10% commission from code sales