Overview
Aden + Anais is a female founded Brooklyn-based luxury baby brand specializing in muslin swaddles, blankets and various baby-related goods.
Their core customer is a woman mid 20’s-30’s who is most likely a first-time mom and desires quality, stylish and trustworthy products.
The company had recently gone through some rebranding to appeal to a younger, trendier and more modern customer.
Duration
7 months (contracted)
Reported To
Global Marketing Director & Director of Integrated Marketing
My Role
My role as Social Media and Community Manager at Aden + Anais was to operate and create content for their social media channels, email marketing and occasional e-commerce content. My mission was to ease into the introduction of their the new logo and elevated brand direction to our audience on Instagram, Facebook and Youtube.
The Solution
By consistently posting daily on the Instagram feed and stories, working with millennial influencers alongside strategic brand partnerships I was able to increase a+a’s Instagram following by 12k, Facebook by 8k and drive the average click-through rates to the website up by 140%.
The Challenge
Create compelling social content for the launches of new product lines such as: Baby Bonding Top, the Spring Collection, Lion King and Harry Potter collaborations. Find creative new ways to build our following, increase engagement and drive conversation rates.
Instagram
My main focus was Instagram- creating more content to post daily, on stories more frequently and to gear the esthetic to a younger generation. My solution was to:
Using refreshed photography and strategically curated user-generated content I created a cleaner and more elevated social media presence.
By partnering with top influencers and agencies we received genuine and relatable content that was more appealing to our high-end consumers.
Facebook’s approach was different to Instagram as the lifestyle photos did not resonate with that audience. My solution was to:
Build trust with customer by posting relevant articles that related to motherhood and what it means to be a parent.
Promote new products using videos and eye-catching graphics in the feed as well as in FB stories.
Using quote posts that are relatable and prompt audience to tag, comment or share on their page.
