PRU APPAREL
For this project, I led PRU Apparel through a comprehensive brand makeover. Our focus shifted from themes of representation and unity to a strong emphasis on women's health and wellness
Client|Ebonique Hewing
Role|Social Media Strategist
Timeline|3 months
WHAT PRU WANTED TO ACCOMPLISH
​Develop a brand identity: Transition the brand's focus from empowerment and cultural representation to a strong emphasis on women's health and wellness
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Boost brand awareness: strategic initiatives to increase brand visibility and recognition. This could include leveraging social media campaigns, influencer partnerships, and targeted marketing efforts to reach a broader audience
GATHERING INSIGHTS
I started by conducting a thorough competitor analysis, gathering insights on accounts that closely align with PRU's brand and vision. Some common themes that stood out:
01. Showcasing the founder as the face of the brand​​
02. Regularly sharing health and wellness tips
Based on my research, I determined Instagram was going to be our money maker
Over the past year, users have noticed Instagram pushing out mostly branded content, including sponsorships and advertisement on their feeds. Many businesses have capitalized on this by increasing the quality and quantity of their content, making Instagram a powerful platform for marketing and engagement
VISUALLY BRINGING IT TO LIFE THROUGH COLOR
Beige for the base
For a more grounded color palette
Vibrance to evoke energy
Warm tan to invoke warmth
To add depth
CREATING A SCHEDULE TO MAINTAIN CONSISTENCY:
Recommended posting 2-3 times a week to maintain a consistent social media presence
CONTENT CREATION
The founder wished for a brand that gave off an affable, empowering, and safe-haven like feel. We chose light-hearted content to attract women of all ages. With social media shifting from glamor to minimalist beauty and fashion, the “clean girl” perfectly fit PRU’s brand look and feel
BEFORE
AFTER
FINDING WAYS TO ENGAGE WITH THE AUDIENCE
To increase engagement, I recommended incorporating more interactive content into the social media strategy:
Polls to directly ask followers what type of content they would like to see more of, e.g. preferences regarding workout routines, nutrition tips, or motivational content​
Q&A sessions focused on how to achieve a healthier lifestyle would not only engage the audience but also position the brand as a trusted source of valuable health and wellness information
REFLECTING ON MY EXPERIENCE
01. Know your audience
It's the biggest and most important factor when it comes to rebranding or increasing brand awareness
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02. Storytelling
Develop compelling stories around the brand’s mission and values, it can create emotional connections and make the brand more memorable
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03. Collaboration
I loved having full control of the rebranding process. Working closely with the founder herself also made things much more efficient and helped me bring her desired vision to life