Designer Mum
Background
In 2008 two Australian mums launched Designer Mum, an online shop that caters for the bedroom, bathroom and playroom needs of toddlers to pre-teens. The shop includes a wide range of quality products like children’s bean bags and toy boxes to removable wall stickers, playroom accessories and fun bath toys. The beautiful products and support from the creative duo behind the Designer Mum brand encourage ‘DIY designer mums’ to enjoy the creative process of producing special rooms for their kids. Designer Mum commissioned Brio Group to help drive their online marketing and social media activities.
We created
Illustrations / eNewsletter Template / eNewsletter Content / Blog / Regular Blog Content / Social Media Strategy / Social Media Activity / Online Promotions
Teams Involved
Brio Design
Brio Digital
Brio PR
Objectives
To promote the Designer Mum brand and product range to an existing customer base, help grow this database, and attract new online audiences through eMarketing initiatives and social media strategies.
Strategic Approach
We created a persona for Designer Mum and produced a modern, clean illustration of ‘Designer Mum’ that is expandable across the brand’s marketing initatives. We felt it was important for the communication to be driven by a character, and we proposed she form the face of the brand through digital projects like the eNewsletter, Facebook, Twitter and Blog. As Designer Mum is an online brand, we developed a brand marketing strategy that harnessed modern online communication practices: social media and electronic direct marketing. We recognised that Facebook and Twitter are at the forefront of social networking sites and an active platform for the Designer Mum demographic (Gen Y and Gen X females), so we proposed a strategy to enter the brand into the world of social media. We developed weekly posting calendars and supported this strategy with cross promotion through their eMarketing activities. To further communicate with their audience, spread brand awareness and continue building an online community we developed a concept for a user-friendly blog where Designer Mum can share regular, fresh content with other mums about decorating, interior design, arts and crafts, recipes, and offer hints and tips for mums and dads about everything kid-related (from perfecting a ballet bun to a kids recipe for Mother’s Day pancakes).
Results
Brio PR’s multi-tiered digital marketing campaign was enthusiastically received by Designer Mum. We developed the creative for the eNewsletter and blog templates, as well as produced editorial calendars and promotional schedules for driving content for the blog and social networking sites. Our copywriter wrote regular fresh blog content, utilising keywords, to help boost the brand’s SEO. We cross promoted the blog throughout the website as well as through social media channels. The blog’s analytics prove that 40% of the blog traffic is from referring sites like Facebook and Twitter. Like all social media activity, it’s a constant ongoing vehicle that requires daily/weekly attention to communicate with audiences. We executed this activity and also devised some simple strategies for Designer Mum to help support regular fresh content.
Design
Digital
Advertising
