ABOUT THE BRAND
Milk Teeth is an online retailer of children’s clothing for ages 0-10. They sell ungendered, playful and joy infused apparel, accessories and gifts for kids. The brand was established in 2019 by two mothers and former fashion executives (Nike, Gap & Zappos) Catherine Newell-Hanson and Rebecca Calavan. They source the happiest kids clothing from global brands, as well as design an in-house label which are full of bold patterns and trend forward silhouettes.
GOALS:
Milk Teeth is a new brand. It is important to establish more brand awareness. The goal is to gain more followers & to drive traffic to MT's website for increased sales.
PRODUCT LAUNCH: Milk Teeth is launching a line of kids Sunglasses and Hats for the spring '24 season.
EXISTING BRAND AUDIENCE:
• RACE: The brand audience is culturally diverse based off the 20.3 K Instagram followers. The large majority seem to be made up of Caucasian and Asian backgrounds but they also have followers who are African American, Middle Eastern and Hispanic.
• AGE & GENDER: Mostly women in their late 20s - 50s who are shopping for their children. The clothing is also gender neutral.
LOCATION: Predominately city centered. Due to an on-line presence there are people from all countries. The clients are predominantly from the US and Canada. The brand, being new and in Los Angeles, has many followers specifically from California.
• SPECIAL INTEREST: Creatively minded who are into design, art, music, fashion.
•SHOPPING HABITS: Online, Impulse buying, Vintage/hand me downs, Boutiques.
Editing style will stand out from similar brands like All Small co. and Gap kids because there is a little more drama in the styling and tone . It will still be more playful then the Zara kids shoots and more casual then the Mini Rodini brand. MT has a cool factor and although the products are similar in style to those other brands there is something more hip about the MT customer/Brand. Since the founders come from a fashion background and the mothers who are a target audience would have been in the know with 90s and early 2000’s fashion campaigns, I am proposing a childlike version with the Juergen teller for Marc Jacobs spirit. That look is bright, slightly desaturated, with a sense of humor. It features friends and family posing in silly or nonsensical fashions. Teller often uses simple/plain cream backgrounds or in fields/natural landscapes. I would tweak the style influence by adding colorful and playful graphics to try to capture the heart of what the brand is striving for in its recent social media platforms. Current social media tone is carefree and goofy. Lots of images of kids being kids, with fun graphics. There are also children modeling the products and product shots, in addition to editorials from brands they sell. All images are edited to have a sunny and high contrast feel but it currently feels a bit inconsistent in lighting from post to post.
KPI Categories to measure the success of this campaign include:
• How many Likes• How many Comments• How many Follows• Number of Sales• Measuring Website traffic before and after the product launch, specifically on the featured products,as well as the overall product sales.
CRITICAL SUCCESS FACTORS:Drink your Milk Teeth GIVE AWAY: Limited edition of a milk teeth t-shirt design. 10 winners with 3 contestants who will also receive a $250 shopping credit. Asking followers to post and tag the brand with an image of their kids wearing the Milk Teeth brand or a brand that Milk Teeth carries/ embodies the essence of the brand. To enter, followers must post to their own account using #drinkurmilkteeth, follow and like MT on Instagram as well as tag 3 friends on the contest post. (Duration: 1 sec post)
To establish trust and gain more followers, we will target some micro-Influencers of the mom blogs. I am suggesting to reach out to 5-10 “mom-fluencers” who could either create a post or some UGC content in exchange for either some Milk Teeth products for their little ones or a small amount of money. After researching, I have found the profiles of a few Influencers who may be a good fit. Their social media style has a similar vibe to the Milk teeth brand. These women seem to embody the ideal target audience with a cool, carefree, and creative essence. Here are their social profiles and follower counts on Instagram. Many of them also have blogs and other socials we could employ.
@cosmic.american ( Instagram: 38.1Kfollowers ) @sarahholstrom ( Instagram: 18.1K Followers) @lizzymathis ( Instagram: 160Kfollowers ) @themommynicols ( Instagram: 70.1K Followers ) @lilylove213 ( Instagram 99.2K Followers) @thehustlingmama (27.2 K Followers) @maddiebroderick (Instagram 22.7 Followers)
KPI Categories to measure the success of this campaign include:•
How many Likes• How many Comments• How many Follows• Number of Sales• Measuring Website traffic before and after the product launch, specifically on the featured products, as well as the overall product sales.
These marketing strategies will accomplish the goals of increasing brand awareness and higher online sales. The use of the mom influencers posts will reach thousands of other parents and care givers of the same interest and caliber. This will lead to a higher follower rate and most likely an increase in online sales. The use of a giveaway will generate more follows, likes and possible customers through the personal profiles of the contestants. Other potential customers may be gained once the product is seen out in the real world by the contest winners.
