Marketing Strategy (Baby Care)

I created the following strategy for a hiring assessment for a baby-care brand.

Pre-Launch

Photoshoots & Design

Create a mood board

Source props

Edit picture and video content before launch

Social Media

Countdown on Instagram Stories

Launch Day

Launch Day Checklist

Announce on Instagram and Facebook

Post a series of Instagram Stories

Send out newsletter

Message customers on Whatsapp

Content

Coco-nuts for Allter!

Allter’s new baby care range is now live! Choose from an array of gentle skincare products, head to toe wash, massage oil to an all-purpose soothing cream. All our products are made with the goodness of plant-derived natural ingredients. We formulate our products to ensure they have no toxins, parabens or harmful chemicals.

Infused with Coconut, all of our baby care products nourish, hydrates and moisturises your baby’s skin. Our products are power-packed with the goodness of Ayurveda that helps promote better sleep, relaxation and boost the baby’s immune system.

Shop now on letsallter.com

Post-Launch

Website

Home Page

Pop up with a clickable button to take you to a landing page where these products can be purchased.

Blog

Search engine optimised blogs for keywords: coconut, coconut skincare, baby oil, baby skincare, baby skincare tips, keeping baby’s skin healthy. Topics can include:

Benefits of coconut products for babies

Tips to keep your baby’s skin healthy

Coconut products to pamper your baby

Massage tips for a happy and healthy baby

KPIs

Successful checkouts

Click-through rate from the pop-up and blog

Increase in number of visitors via SEO

Social Media

Instagram Stories

1 story every day for 2 weeks featuring the products with a swipe up hyperlink leading to the landing page to convert viewers into customers.

Incorporating polls, questions, quizzes to increase engagement.

Story Series

What’s new at Allter

Benefits of coconut products for babies

Step by step guide to use each product

An Instagram LIVE answering questions regarding the product.

Instagram and Facebook Feed

1 announcement and 1 follow-up post every third day.

Giveaway of a year-long supply of the baby skincare range.

Repost user-generated and paid media generated content.

Include hashtags: #babyskincare #coconut #allnatural #organic #makeinindia

Paid Media

Bloggers

Send the products to up to 3 mommy bloggers - a barter or paid collaboration with deliverables: 1 reel or video post and 3 Instagram Stories

Features

Barter or paid features on DSSC, LBB, SoDelhi and more. Listicle Carousels on Instagram are very trendy at the moment.

Budget: 1,50,000

Advertising

Amazon Ads

Instagram Ads

Facebook Ads

Google Ads

Target audience: Men and women aged 18 to 40 in Delhi and Gurugram interested in baby skincare, baby care, newborn, behaviour: recently had a child, sustainability, and wellness.

Budget: 1,50,000

(50,000 for Instagram swipe up story and boosted posts ads, 50,000 for variable and boosted posts Facebook ads, 25,000 for Google PPC ads, 25,000 for Sponsored Product Amazon Ads)

KPIs

Swipe-up and ad clickthroughs

Accounts reached

Content Interactions

Increase in followers

Social Listening via direct messages and mentions, Facebook groups and Amazon reviews

Offline Marketing

Pop-ups

Artisanal farmer’s markets like Earth Collective, Handpicked by PC, etc.

Print

Sending pamphlets with each outgoing order received via website or amazon.

KPIs

Increase in product awareness and revenue

Whatsapp & Newsletter

Announcement Message: You can now shop Allter’s new baby skincare range! Choose from an array of gentle skincare products, head to toe wash, massage oil to an all-purpose soothing cream. All our products are made with the goodness of plant-derived natural ingredients and infused with coconuts. We formulate our products to ensure they have no toxins, parabens or harmful chemicals. Shop on www.letsallter.com

Feedback messages for people who ordered it: Hello, how did you find your recent order from Allter? We would love your feedback on our new product. Please let us know if there is anything we can improve upon.

KPIs

Email opens

Messages read

Clickthrough rates

Product sales