True Glory Brand Ambassador Program

MARKETING STUDIOBrandUp

Brand Ambassador Program October 2016


OverviewMISSION To digitally elevate the brand image of True Glory Hair to represent the fashionable and value conscious customer base while growing the emerging segments of collegiate and high school consumers.

OBJECTIVE To develop a new marketing and customer outreach strategy that includes brand experts and social influencers with an aggressive digital marketing campaign that will create organic social engagement, incrementally increase impressions, and attract new consumers that resonate with the fashionable and value conscious brand image of True Glory.

GOALS • Increase brand awareness through effective social marketing to

extension aficionados, hair bloggers, hair stylists, and fashionistas. • Have a team of brand experts sharing brand values via word of

mouth and their independent social channels through high impact social content (videos, photos, and brand recommendations)

• Engage with the network and community of these influencers to share their credible brand experiences that represent what True Glory stands for: Quality, Value, Loyalty, and Superb Customer Service

• To hyper-lunch sales goals within the emerging and potential consumers with a mission to grow online sales by 10% within 6 months.


Who Are Our Influencers?

What They Do

Where They Run

Why They’re Important

How They Win

These influencers move the beauty and social culture forward through their social impact, engaged followers, community influence and can shift the way consumers think, feel and will connect to your brand.

Our Influencers will build the brand’s image and profile within market by maximizing our digital presence and building well established relationships among beauty and cultural gatekeepers. They will remain a constant representation of our brand’s personality and psychographic entities – Style, Quality, Loyalty and Discernment.

Clark Atlanta University, Spelman College,, University of West Georgia, Valdosta State, West Lake High School, Arabia Mountain High School, Young Professional Networks, Student Athletics, Volunteer Organizations, Student Council Leadership Organizations, Mentorship Programs, Honor Societies

Our Influencers will work with the Brand team to align on and identify Market Strategy, Market Trends, and Competitive Activity with an objective of driving High Impact Social Content visibility, word of mouth, and gifting across markets.

The #TrueGlories Influencer Team will be a combination of emerging potential consumers, friends of the True Glory brand, and digital influencers with strong social media engagement and a loyal following. All of our #TrueGlories will give us organic and credible access to their community of friends, family, and followers who trust them to make new and repeat purchase decisions.


11.7 MILLIONImpressions in 30 Days



AMBASSADOR STRENGTHS: • Loyal Following and Network of Influence • Organic posting strategy—Lifestyle Integration • Brand Knowledge (Product, Retail, E-Commerce) • Extension Industry and Culture Awareness • Competitive Landscape Insights • Social Equity • Face of Target Consumers Segment (Age 16-25)

Program InsightsACHIEVED DELIVERABLES • Developed innovative branding and imagery for

website, digital programing and other collateral items to be shared amongst consumers, influencers, and future media opportunities.

- #InMyTrue Glory + #TrueGlories - Paid, Earned, Shared and Owned True Glory

Content

• Increased brand awareness through effective social marketing by over 400% to prospective consumers, virgin hair aficionados, hair bloggers, hair stylists, and makeup artists.

-Social Media Engagement and Amplification (Snapchat, Twitter, + Instagram)

• Provided real time product feedback and insights, on product quality, product maintenance, and product concerns.

• Engaged with core consumers through memorable brand experiences.

-Brand Training -Glam Day -Social Media Amplification for New Brand Ambassadors through #InMyTrueGlory #True Glories


33% ENGAGEMENT RATE IN 30 DAYS

Social Media Impact

642 57,631

7,749369

127 2,28647,596146

1,872% HIGHER THAN TRUE GLORY OWNED SOCIAL CHANNELS

TOTAL POSTS TOTAL ENGAGMENTS


THANK YOU!

Documents

True Glory Brand Ambassador Program