The strategy to increase brand awareness for Plum centers on leveraging influencer partnerships. By collaborating with influencers who align with Plum's clean, vegan, and cruelty-free ethos, the brand seeks to enhance visibility and trust among its target audience. For example, they might work with influencers to create campaigns that highlight the benefits of Plum's products and engage their followers through live sessions and exclusive discount codes. This approach can drive both initial product trials and repeat purchases.
Enhancing the digital content strategy is another pillar, focusing on creating educational and engaging content across social media platforms like Instagram and TikTok. By sharing customer testimonials and leveraging SEO, Plum aims to strengthen its digital presence and attract a larger audience. Additionally, loyalty and referral programs are designed to boost customer retention. With tiered loyalty benefits and personalized recommendations, Plum encourages word-of-mouth marketing, rewarding customers for their advocacy.
The strategies
⛳️ Strategy 1: Leverage influencer partnerships
- Identify and collaborate with influencers who align with Plum's brand values
- Develop creative campaigns with influencers to showcase product benefits
- Use influencer-generated content for cross-platform promotion
- Host live sessions with influencers to engage their audience directly
- Create exclusive discount codes for influencer followers
- Partner with micro-influencers to reach niche Gen Z and millennial audiences
- Organise influencer-led skincare challenges for increased engagement
- Utilise influencer feedback for product development insights
- Encourage influencers to share personal success stories with Plum products
- Maintain long-term relationships with key influencer partners
⛳️ Strategy 2: Enhance digital content strategy
- Create educational skincare content focused on ingredient benefits
- Develop platform-specific storytelling for Instagram, TikTok, and YouTube
- Share customer testimonials and before-and-after photos
- Use SEO to optimise content visibility on search engines
- Launch a blog with expert skincare advice and brand stories
- Engage followers with interactive content like polls and Q&A sessions
- Produce video content highlighting sustainability efforts
- Encourage user-generated content with hashtag campaigns
- Host virtual events and webinars on skincare topics
- Implement a content calendar to schedule consistent posts
⛳️ Strategy 3: Implement loyalty and referral programs
- Develop a tiered loyalty program with exclusive benefits
- Offer personalised product recommendations for loyalty members
- Introduce subscription options for popular product categories
- Create referral incentives to encourage word-of-mouth marketing
- Use email marketing to update customers on loyalty rewards
- Analyse purchase data to personalise customer experiences
- Engage community-led initiatives for brand advocates
- Offer loyalty points redeemable for eco-friendly products
- Highlight member-only events or workshops
- Regularly review and optimise the loyalty program based on feedback
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
