Pretty Farm Girl

Pretty Farm Girl, an established, small brand in clean beauty and natural skincare, is seeking an innovative social media campaign designed to engage its target audiences with precision and impact. As a brand, Pretty Farm Girl aspires to not only provide high-quality products but also to emerge as a top competitor in the all-natural skincare industry.

Timeline

6/4/23 – 7/2/23

Upon a social media audit of Pretty Farm Girl and its brand identity across various social media platforms, including Instagram, Facebook, Pinterest, and YouTube, we recognized the untapped potential for growth and heightened awareness. Through careful analysis, it became evident that strengthening these existing channels would strategically position the brand to effectively engage its target audience: individuals passionate about purchasing organic, clean products sourced sustainably. This distinctive niche emerged as a key differentiator, guiding the creation of the campaign.

Additionally, with the world shifting toward a more natural way of living, especially among younger generations, living naturally and taking care of oneself is becoming the new norm. The brand can utilize these new trends to cater to younger audiences through social media efforts and capture their full attention to create a sense of brand loyalty.

Research & Ideation

Pretty Farm Girl caters to a distinct audience, primarily aged 11-28, characterized as the wellness and health-conscious generation. Research indicated that 58% of this demographic actively seek products containing only natural ingredients, aligning closely with the brand's ethos. This audience prioritizes health, sustainability, and self-care, particularly through the lens of clean beauty practices. They exhibit a preference for investing in high-quality natural products over cheaper, conventional alternatives.

Additionally, they are active consumers who conduct thorough research before making purchases, relying more on personal investigation than external opinions. Also, there's a notable segment of individuals new to the health-conscious lifestyle, seeking guidance and education on clean products. Pretty Farm Girl aims to fulfill this need by positioning itself as an authentic and trustworthy source, uniquely positioned to guide and educate this emerging demographic in their wellness journey.

Target Audience Analysis

Triple the number of followers on Pretty Farm Girl’s Facebook and TikTok accounts over the next three months (Facebook = 2,472, Tik Tok= 1,182).

Post at least three times per week on all social media channels for the remainder of the year (focusing on Instagram, TikTok, and Facebook).
Increase the number of sign-ups for e-mail newsletters on the website by 10% by the end of the year.
Post a weekly blog on the website under the “Farm Girl Blog” tab for the next six months.

Campaign Goals

Expose the truth of how often bigger skincare companies employ “greenwashing” tactics.
Position Pretty Farm Girl as a reliable, trustworthy, and truly naturally sourced brand, by constantly showcasing the farm which products are sourced from as well as the start-to-finish product production process.
Educate consumers that buying the cheapest and most convenient beauty products on the market is not the answer.
Inspire customers to prioritize their health and feel good about what they put their money toward.