Digital Media | Visual Designer | UIUX
Email Marketing Campaigns
Inconsistency causes confusion
I introduced biweekly email campaigns to our 8.5K subscriber list, showcasing Liliana's new product lines, sales, and news to enhance engagement and keep our audience informed. Every two weeks, I gathered data on inventory that wasn’t selling well, then planned editorial shoots or sent these products to influencers for UGC content to craft the emails. I meticulously designed the emails with extensive research, moodboards, and idea-boards, carefully studying trends in email marketing for that season or month. With an an average of 42% open rate, these emails often resulted in significant sales, with much of our inventory selling out on the day the emails were sent. This approach aimed to establish a more cohesive and effective marketing strategy for Liliana.
Liliana
Digital Marketing, Content Creation
Client:
Kimera Intl. (Liliana)
Role:
Lead Designer
Content Creator
Marketing
Branding
Years:
2020-2023
Deliverables:
Digital Marketing
Art Direction
Brand Identity
Web Design
Social Media
Marketing Campaigns
Product Design
Overview
Liliana, a fashion-forward wholesale brand serving notable clients like Fashionnova, Lulus, Forever 21, Dolls Kill, Shiekh, etc., was grappling with inconsistency in branding, marketing, and online presence. This lack of uniformity affected credibility and made it blend in with competing brands. In my role as the brand's marketing and content creator, I led strategies to establish a cohesive identity and attract a more unified customer base.
Branding
A faceless brand, easily lost among generic alternatives
The initial branding for Liliana lacked distinctiveness and appeared rather dull. Multiple sub-brands emerged from Liliana, muddling the brand voice and diminishing credibility. In response, I conducted meetings with various departments and colleagues to gain insights into our brand identity, target audience, and collaborative partnerships. With this refined brand identity, I created multiple versions of a new logo and maintained a continuous process of monitoring and adaptation. I experimented with diverse color palettes and personas, implementing different logo and color variations across various platforms to gauge audience response. The outcome was a unified brand guideline that effectively conveyed our personality across all platforms, reaching both our existing customers and potential clients.
Website Design
Navigating Success Through Website Transformations
Liliana initially handled wholesale customers exclusively through phone and the sales team. With growing demand, we decided to create a website to allow customers to view the catalog online and simplify the ordering process. Simultaneously, our Instagram presence was expanding, leading to the growth of a separate retail customer base. I managed and maintained the design of two websites (wholesale and retail), updating them each month with new headers, sales campaigns, and images. Through these experiments, I discovered that customers preferred bold images with large text, photos featuring models in Liliana's products, and displays showcasing multiple items at a glance. As a result, our sales saw a significant increase of nearly 26%.
Instagram Strategy
Lack of strategy
The previous Instagram presence of Liliana lacked a cohesive strategy and direction, showcasing a disorganized mix of content. Recognizing the untapped potential, I devised visual strategies to improve engagement, align with business goals, and staying on top of trends, thus enhancing our brand identity. I assessed our progress through A/B testing and experimenting with various elements including captions, hashtags, tones, posting times, imagery, reels, carousels,
user-generated content (UGC), and stories, while consistently posting 3 times a day, 7 days a week. It became evident that our audience particularly enjoyed interactive features like polls in stories, giveaways, and collaborations with influencers showcasing our products. We further expanded our reach by establishing an Instagram shop and utilizing ads, thereby maximizing integration opportunities within the social media landscape. Throughout my term, I successfully expanded Liliana's organic Instagram following by 43.5%
TikTok
Competition for attention
Numerous TikTok videos have the potential to go viral, but the algorithm presents challenges in ensuring your content reaches viewers' screens. Through thorough competitor research, I identified strategies employed by other brands to enhance content visibility and attract more views. I observed that viewers appreciated seeing various individuals or characters showcasing our products, such as "Which Liliana shoe would this character wear?" As we continued posting, it became evident that TikToks featuring Disney characters garnered substantial engagement. Consequently, we increased the frequency of this type of content, leading to several TikToks going viral. This strategy resulted in multiple posts achieving over 3 million views and 100,000 likes. The positive outcome of our TikTok strategies manifested in increased engagement, with users actively liking our content and sharing it on their own accounts.
UGC Creators & Influencers
Managing a group of content creators was pivotal in expanding our brand's reach beyond the limitations of a single platform. These influencers played a crucial role in establishing the reliability and authenticity of our products, offering diverse perspectives on styling and usage. To diversify our audience and avoid being confined to specific communities, I strategically gathered and cultivated a community of 30 diverse content creators.
To ensure the effectiveness of each influencer, I implemented analytics tracking to measure their impact. This involved checking the number of followers converted during the time of their posting. Additionally, I introduced a Content Creator Credit Program, where each creator received a personalized discount code. Not only did this program encourage creators to engage with their audiences, but it also allowed us to track their successes as ambassadors for our brand. Through this approach, Liliana transcended being a brand limited to one or two communities, attracting a broader and more varied customer base.
Identity at Marketing Events
Transforming Liliana's presence at marketing events
At marketing events, Liliana blended in with other brands, becoming indistinguishable. In the vast sea of interactions between customers and numerous brands, we faced challenges leaving a lasting impression, leading to a loss of potential customers. To address this, I revamped our event booths with a focus on distinctiveness, aiming for customers to consistently recognize us each year.
The booth redesign included replicating our shoebox designs, transforming the booth into a giant shoebox. Recognizing that our customers valued engagement and interactivity with the brand, the shoebox became a delightful way for them to interact with our team. This distinctive approach led to customers enthusiastically taking numerous photos with our booth, turning it into a memorable and easily recognizable feature at events year after year.
Packaging & Customer Experience
Positive first impression
Packaging is often the first impression a customer has with a brand and their products. I developed various shoe box designs tailored to different seasons and types of shoes. Each line, including sneakers, summer, and a luxurious collection, received its unique packaging to enhance the overall product experience. Additionally, our content creators were provided with custom packaging to contribute to their content creation process. Every season, I designed five prototypes for potential new packaging to ensure we explored various options and stayed innovative.
Merchandise
Retaining valuable customers
I created a range of merchandise distinct from our core products, specifically designed as gifts for our long-term customers. This initiative aimed to acknowledge and appreciate their loyalty to the company, fostering the ongoing development of robust customer relationships.
Visual Content on Pinterest
Repetitive content grows dull
While adhering to our brand identity, it's tempting to consistently post content that achieves the highest views or engagement. However, I realized that constantly repeating this approach could lead to audience fatigue. To maintain freshness, I introduced a strategy inspired by A/B testing principles. I initiated monthly photoshoots showcasing diverse aesthetics and moods, creating multiple variations. These were strategically shared on Pinterest to contribute to our visual identity and offer ongoing inspiration. By observing the performance metrics of these diverse visuals, we could refine our content strategy and continue engaging our audience effectively.
