The Birth of bad baby — Case Study
Introduction
Every brand starts with an idea. As a group, we decided to build an e-commerce, drop-shipping website. The next step, was deciding on what products to sell. Initially, we decided on selling pet products. However, after discussing the idea, we came to the conclusion that retailing personality inspired baby apparel would cater to a unique, relevant marketing niche.
Pet products out, baby apparel in. This report will outline the process our team took in creating a digital marketing strategy for bad baby. I will guide you through every stage of our development, from conception to birth.
Purpose (so, we decided to make a baby 👀)
bad baby is an online drop shipping store that specializes in trendy baby clothing and accessories. The primary target audience is new moms.
Mission Statement (bb got style)
Our mission is to promote the idea that baby clothes can be both functional and super stylish. We provide new moms with the option to show off their baby sporting the latest trend.
Business Model Canvas (putting on our thinking caps)
In the very beginning, we started with the Business Model Canvas (BMC), in order to organize our initial idea of going into the baby apparel market.
Outlined above are nine sections where we decided our key partners, activities and resources. We created a value proposition, subsequently establishing a customer relationship plan, determining customer segments and social channels. Finances were also estimated.
The website is hosted by Shopify. When orders are placed, the order is fulfilled through our shop dripping partners. Printful and Alliexpress are our drop shipping partners. However, for our branded products, we solely partner with Printful.
Market Research
Porters Five Forces Analysis (we’re different, you’ll see 😉)
During our analysis, we realized that the threat of new entrants, competitive rivalry, buyer power and threat of substitution all swing between high and very high. Baby apparel is a huge market. However, our uniquely curated content and approach to branding and utilizing an ecommerce drop shipping website will prove our relevancy. Our advantage is that supplier power is low. Therefore, our access to apparel is broad.
Branding Strategy (i’m a cool mom, we move different)
bad baby as a brand positions itself as a relevant, sassy deviant to the status quo. We blended elements of the “outlaw” and “jester” archetypes to demonstrate a different approach to motherhood that is nonconformist and fun.
Digital Marketing Measurement Model
Our digital marketing measurement model outlines our goals for bad baby. As an e-commerce retail store, our primary goal is conversion. In order to achieve that goal, we defined a what awareness, consideration and evaluation would look like to a potential customer. Although conversion is primary, it is not the end. To ensure long term success, loyalty and advocacy measurement goals must be in place. To further fragment bad baby as a store, we separated our business goal from website goals. Key performance indicators (KPI), user/sale targets and segmentation allow us to quantify and track our bad baby goals.
Value Proposition (a real head turner)
“Trend setting play date fashion from basic to bumpin”
Target Audience (so, you got baby fever eh)
Our primary target audience are new moms or expecting moms, in the age range of 25–34. Our secondary target audience would consist of family and friends of the new or expecting mom who are looking for gift giving ideas.
Product Mix (baby influencer starter pack)
bad baby offers baby essentials, bad baby originals and accessories. The essentials collection ranges from onesies to baby tees. In our originals collection, we currently have one product. Our debut original is a classic onesie featuring our “bb” logo. (Baby steps for a baby store). Our accessories collection features a mix of stylish yet functional items every new mom uses such as anti-scratch mitts, beanies, shades, sneakers.
Style Tile
Colours (light n’ easy)
We chose soft hues of blue, pink and beige in order to modernize the traditional bright hues often associated with baby products. Light hues allow the little darlings to neutralize colours that have been traditionally gendered.
Logo (sleek & modern)
Our logo is inspired by the Peace Collective and LA Trade and Co, two brands that emulate minimalism and modernity in their logo design. For design purposes, we chose hanging b’s instead of vertically stacked or horizontally placed. By testing the three options, the hanging b logo proved to be a favoured composition.
Text (bb doesn’t abide by the rules of grammar)
Sans serif is used to display a clean, minimalist style. Lower case is used to create the copy on the website and social platforms in order to showcase our little rule breaker who is currently capitalizing on trends, not letters.
Personas (momma, is that you?)
To create our personas, we primarily drew inspiration from The Rebel Mamas, who are a dynamic mom duo who built a community through blogging. Their target audience are the “cool modern moms” who are multifaceted women set on maintaining their pre-baby identities (therebelmama.com/handbook-for-cool-moms, 2020).
We named her Sara and decided she would deviate from the status quo, embrace her honesty and confidence. Sara would maintain her individuality while entering the new journey of motherhood. Her sassy, straightforward attitude would translate to her mini-me.
Analytics (we see you checking us out 😏)
We are optimizing google analytics and google tag manager to track the customer purchasing journey. Once optimized, we will be able to track page visits per user, when a user adds to cart and when a user abandons their cart.
Tracking demographics and psycho graphics through google analytics will help us target our Facebook and Google Ads to the right audience to ensure awareness and relevancy.
Content
Brand Voice (this one’s for you!)
In order to keep our brand voice uniform across all social channels, as well as our website, we established a few guidelines. All text is to be in lowercase format, matching the bad baby name. The playful and cheeky copy alternates between being voiced from a baby’s perspective or the perspective of a lively, cool friend that is conversing with the mother.
Blog Posts (bb has all the tea)
There will be weekly blog posts published directly onto the ecommerce website. The blog posts will include Baby Style Diaries. These diaries will serve as a collection of amusing tales from different “bad babies”. These lively tales will outline the various adventures the micro fashionista has while rocking bad baby apparel.
Social Media
Social media channels are imperative platforms when establishing brand awareness and promoting engagement. It will help the bad baby brand build a community because it allows us to post content and interact with the consumer.
Twitter (short & sweet, msg received)
Our Twitter news feed will primarily consist of relatable, suitable memes that stay on brand and follow a content calendar to keep up to date on relevant hashtags.
Instagram (every angle is our best, we’re that cute)
Our top platform set to attracting a large “cool mom” audience would be Instagram. We have formulated a posting strategy by carefully selecting images. One post a day with relevant content that follows a soft colour scheme. Pictures of babies accompanied by images of unique bad baby quotes will fill the feed. The playful copy welcomes users to share, comment and like our light- hearted posts.
Facebook (I run dis 😎)
Upon researching bigger retail companies, we noticed a strong theme of community. There were more posts directed to displaying meaningful interactions between people.
I was given the task of coordinating content and creating suitable copy that would best capture the voice of our playful, maverick personality.
All copy is either directed towards the mother or voiced from our baby’s perspective. There is supportive and helpful content that value baby care and self-care. The copy introducing the post maintains the direct and feisty tone of the brand. All posts conclude with a carefully crafted question to promote engagement.
Pinterest (mom likes this for “inspo”, whats that?)
This page has been divided into two segments, which are: “baby clothing ideas” and “life of a mom”. This again emulates our desire to emphasize the importance of mom as an individual.
bad baby is now out and about, looking fly, living their best life.
I will operate the Facebook page. Connect with me!