Project overview
Faire Design (a start-up strategy and design firm that has since been acquired by Atlantic 57) helped P/Y/T Beauty, a clean beauty brand, evolve into its next phase of brand-building after a successful launch.
Building off of an already established brand strategy and visual identity, we defined a clear vision of P/Y/T Beauty’s brand character and personality, target audiences, and content strategy, for social media.
The ultimate goal was to help P/Y/T Beauty expand its conversations with customers and prospects beyond talking about make-up products to include other lifestyle-based and culturally relevant topics that resonate with a broader community.
MY ROLE
As a freelance consultant, I worked with Faire Design and the P/Y/T Beauty co-founders to deliver a research and insights summary, which led to a social media content strategy, including message maps, a channel plan, editorial themes and creative ideas.
The 6-week project kicked off with a discovery phase that included 1:1 interviews with customers and prospects, an online survey, Instagram polls, and a daylong, in-person workshop.
We aligned on a brand archetype to help define and bring the brand to life on social media, beyond functional benefits into more emotional positioning. We also identified content opportunities, pain points and key channels during each phase of the customer journey.
The content strategy defined key messages and calls-to-action to deliver throughout the customer’s journey to move them closer to their goals. It also outlined each social channel’s purpose, desired outcome, best content types, suggested cadence/frequency, production plan, and key metrics to track.