XOBRUNO: SOCIAL MEDIA CAMPAIGN
Michelle Klein, owner of xobruno, came to us in hopes of creating a social campaign that could help her regain some of the sales traction she had lost after being featured in a national Weebly campaign in 2014. Over a one weekend intensive workshop, our team was able to concoct a social campaign that would help xobruno gain back the exposure to propel her brand to the next level.
increase online sales
objectives
lack of exposure
obstacles
older millennials (late 20’s-mid 30’s) residing in metropolitan, artsy cities such as Portland, Austin, and New Orleans, with an annual income of > $50,000
target audience
questions we wanted to answer:
research
the STRATEGY
what does a person’s bag mean to them? what are the motivations for purchasing a bag? who is purchasing leather goods?
primary research: our team interviewed competitors shop workers, as well as those selling xobruno’s products, and conducted intercept interviews with people in the Pearl District
secondary research: our team conducted a competitive landscape analysis as well as a consumer profile and content analysis
through research and xobruno’s past history, we were able to discern three key insights:
the ALVAR bag is unique
bags are personal
exposure = sales
insights
as millennials, we are constantly looking for new experiences and things that separate us from everyone else. The ALVAR bag reminds us to get out, find adventure, be creative, and continue being unique.
guiding insight
the CAMPAIGN
what’s my bag telling me?
for this campaign, we wanted to harness the sense of adventure that Michelle wants to accompany each and every one of her bags. xobruno comes from Michelle’s obsession with leather and the way it wears and personalizes over time. Her line is inspired by classic design, a love of travel and the kind of bag that will stick around through thick and thin. These are all reasons we chose to create the “What’s My Bag Telling Me?” campaign that instills in xobruno’s customers to get up, get out, and seek adventure, all while maximizing xobruno’s $1,000 budget.
influencers
with our limited budget, we chose to utilize influencers – specifically those already following xobruno – to gain exposure and increase the reach of our campaign. The influencers selected were Asa Bree, a nail artist at Fingerbang, Alena Chun, and Alice Carrier, tattoo artists, and Liz Kamarul a designer and blogger. We selected these influencers not only because of their connection with xobruno, but also because they embodied the heart and soul of our campaign – they are makers, doers, and go-getters. Additionally, these influencers would be great partners for future collaborations with the brand.
estimated impact
because this campaign was conceptual and a part of a portfolio workshop, it was not executed. However, our media team crunched some numbers and estimated what the impact of a campaign like this had the power to do.
by utilizing the audiences of our four selected influencers as well as xobruno’s and the customers reached through targeted paid social, we estimate a total reach of between 375,000-500,000 potential customers, 170-200 bags sold, and a total sales revenue in the ballpark of $41,000-49,000.
the team
account managers: Austin Abelkis and Bailey Arvidson-Goodell | strategists: Taylor Wood, Niko Niblack, and Daisy Tobon | copywriters: Kayla Eady, Howard Kennedy, and Thaddeus Gincig | art directors: Robyn Ransmeier and Mike Dorner