Mamies Apothecary
Marketing Campaign
The Ask
To create a marketing campaign for Mamies Apothecary to increase their foot traffic and repeat customers.
I was tasked with conducting the primary research and creating our digital campaign. I created mock instagram posts to highlight how Mamie’s skincare routines tailer to different skin types. Along with showing how user generated content in the form of reels/videos featuring real customers allows Mamie’s to position itself as a truth worthy competitor within the market.
My Role
Process
•
Process
•
Process
•
Process • Process • Process •
Customer Research
-
Used customer surveys and simplyanalytics to gain information on our customers demographic.
-
Used primary research from our customer surveys to provide insights about their skincare routine and products.
-
Through research and consumer analysis we found that our target market and consumers are curious about what products work best for their skin type.
Trends
We found that for millennials there were 2 categories that Mamies could focus on the importance of health, along with beauty trends. Surveys said that millennials place a higher priority on health and wellness than any other generation and so did 75% of the people we interviewed. Then with beauty trends we found people were looking for anti aging products, holistic approachs, treatments addressing skin concerns, clean ingredients, spf, and customized skincare.
Secondary Research
When conducting secondary research we found that the customer desires to find out what is suitable for their skin and for their life stage. This could be due to menstrual or pregnancy-related concerns. Our goal was to inform our target audience about the benefits of using clean products since 30% of BPC users are unsure what “clean” or “natural” actually means. We also found that 52% of millennials said they research the ingredients used in their beauty product to better understand the effectiveness of the products. Some other reasons are to make sure certain ingredients are excluded from products, active ingredients, eco-friendly ingredients, and to make sure they’re ethically-sourced.
Skin Care Quiz
The quiz results will categorize your skin as dry, combo, or oily. This product gives recommendations for skin type and address your concerns and goals for your skin health. It will also show you what people with similar needs have purchased, providing you with an authentic customer feedback.
Why Instagram
66.7% of our respondents said that they use instagram the most.
The Outcome
This project helped me to gain experience on why primary research is important when you’re figuring out what your customer wants. I also learned how to effectively and efficiently collaborate in a team to create a plan for Mamies Apothecary. Along with working with a business to make a plan that would work for them.
