Consulting
University of Western Australia, receiving a HD
within the Digital Marketing Unit that this work featured
According to their website at the time, Wash Bloc makes eco-friendly solid shampoo and conditioner bars and are expanding into other personal care products. Their mission is to create the most sustainable toiletry products possible, to 'change the way the world washes'. They strive for reef-safe certification and aim to have all products safe to use in nature. The products are 100% plastic-free and only use ingredients that are readily biodegradable; no harmful chemicals or synthetic fragrances are used.
Meeting approximately once every two weeks, the final project yielded promising results, with the business still retaining the strategy to this day
Original (specific) goals of the business:
OWNER
Goal: To promote washbloc in a more strategic, information based way to raise awareness of the brand
KPI: increase engagement by 50%
CURRENT CUSTOMERS
Goal: To increase engagement across the numerous social media platforms especially on Instagram.
KPI: reach, impressions, likes, comments, shares
NEW CUSTOMERS
Goal: To increase overall following and impressions by 50%
KPI: Instagram analytics
The next step was to consider their Digital Archetype and 'MINDSET"
Digital Archetype:
(of the business)
Immigrants
They recognise the value of the digital world, however still need to learn strategies and tools to successfully implement ideas
Their current content was aesthetic, and they had previously partnered with a number of influencers, but were initially very one-dimension, lacking focus on the benefits of the products, and the positive impact for the environment
MINDSET
Measurable - tracked social data but did not focus on it
Integrated - content on different digital channels are consistent (Instagram & Facebook)
Nimble - flexible to adapt to change (open to suggestions)
Disruptive - embraces unexpected change, and hopes to make bigger moves against the traditional soap industry
Strategic - high strategically minded, but strategies need to be better planned
Engaged - interact with and respond to consumers within a short time frame
Transparent - highlights the journey from scratch to product, and ingredients used
Buyer Personas
Regina is a 21-year-old Generation Z who is in her 3rd year at the UWA studying environmental science and marine biology. She is passionate about protecting the environment and what she puts on her body, having sensitive skin. Regina enjoys taking care of herself, using only natural and premium products. She has heard a lot about the nasty chemicals they put in mainstream shampoos and is struggling to find the right one for her.
Meet Regina
Meet Justin
Justin is a 23-year-old surfer. He is also passionate about the environment and has travelled to 30+ countries. He loves outdoor activities and has travelled around the world for surfing competitions and events. On his travels, he has found that some parts of the ocean in certain countries are not as clean as Australia due to massive pollution, often finding floating plastic. He really wants to do something to help to solve the problem.
As he is an Eco-friendly consumer, when he travels, he always brings his own washing products rather than using the hotels. However, due to the limitation of liquid you can carry on the plane (100ml), it is not always convenient for him to bring bottle shampoo when he travels for competitions and events.
The Problem We Solve
Product/service value proposition
What they offer?
Shampoo Bloc and Conditioner Bloc
Create pain relievers for the persona’s (consumer) pains
- Easy to take traveling
-100% natural ingredient for all skin types
- 100% biodegradable packaging
Create gain for satisfying consumer’s expected gains, values and goals
- Gained exposure
- Created awareness
- Environmentally friendly
- Good for your you whilst also good for the planet
Campaign Plan
Gain exposure:
from 'Not Aware' to 'Awareness' stage on customer journey
Foster interactivity
within the Interest stage
Convey "how does a new customer know why a shampoo bloc is better than bottle shampoo?"
Suggestions for the team that were utilised:
- Multimedia/ information posts, highlighting ingredients, benefits, rates of plastic and chemical pollution
- Appeal to emotions; mixing passion with fear and anger (over the state of the environment)
- Running a giveaway competition
- Comparing prices i.e. money saved
- Inclusion of more images of the product indoors
- Geotagging
- Following and tagging local influencers and businesses
Suggestions they did not choose to include:
- Video content
- Personal content from the owner explaining his vision, or taking the viewer on his business journey
- In their email receipts, adding extra info on the amount of water saved by their purchase, with a personal thank you note
- Collaborate with local non-profit organisations of the buyer personas e.g. Cold Nips, an early morning casual swim club
- Research chemicals in standard shampoos, in terms of hair care for women
- Find some male influencers to drive male involvement
Suggested hashtags:
#Small Bloc, Big Impact
#Wash Smart, Use Washbloc
#Your Bloc Your Power
#UnBloc Your Potential
Online Presence
Main examples of the best performing (text) posts
7 Week Overall Analytics
Increase of 221 percent
Increase of 484 percent
Whilst it would have been ideal to optimise their website and emails also, the volume of such a task was unable to fit within a 7 week, one class, time frame
Their socials remain quite similar, however they still have failed to harness the importance of video content in the current climate, and don't post quite enough to crack the algorithm
Here is a link to their Instagram page for your viewing.
<--- For reference, Week 11
(May 2) was the giveaway