Brand and Audience:
Yoose is a brand based in China selling electric shavers. Its visual branding is modern, sleek and compact. One of its bestselling products is the mini shaver which is featured in this case study. Its unique selling points are how fashionable, compact and waterproof it is.
Target demographic for these specific products that I’m highlighting are men (18-35) who have facial hair, and have an aesthetic which is cool, sleek and modern.
Project Details:
This is a spec content creation project for yoose. I decided to create three individual posts fully inspired by their branding with my own creative vision on what the brand could look like.
Goal:
To increase their existing brand awareness among a wider audience.
Marketing Strategy:
Yoose already has an established audience, the yoose global account has 2,352 followers with one of their highest collaboration post’s reaching 19.6 K likes, but I believe that they have the potential to reach more people and sustain a dedicated consumer base.
In order to compete with legacy brands such as Braun and Phillips, this marketing campaign will be based on creating a nostalgic advertising aesthetic, borrowing from Y2k Cyber colour palettes to create a futuristic, effortlessly cool and sporty image, matching this brand’s core values.
With references to James Bond, Mini Coopers and FIFA, I am creating a vision attached to original brands which are associated with imagery of suave, sporty and sleekness.
Yoose is very active on platforms such as Instagram and Tiktok, however I have decided to adopt a more traditional advertising method, as they mainly utilise influencer marketing and I prefer to diversify the way they represent their product on social media channels.
Plan:
‘shaven not stirred’ post will be released and promoted using Instagram advertisements to increase reach, then based on success of that post, trialing with several in-person billboard ads
the FIFA post will be released to coincide with the timing of the World Cup, as soon as possible, potentially an endorsement with a footballer would be beneficial to boost this, as brands like Gilette have done in partnership with David Beckham and Ronaldo
for the Mini Cooper post, having a partnered post with the actual Mini Cooper brand as a game/contest, would make people more likely to view and engage, helping to boost sales
Targets/KPIs:
Increasing overall engagement in socials by 10% within a month
Creating a memorable campaign which sticks in the mind of the target market and persuades people to buy it, e.g. ‘shaven not stirred’
Reach 10K followers across yoose’s social media platforms.