BADLUCKXO APPAREL

SOCIAL MEDIA STRATEGY

MALIA FAIRBROTHER 2022

THE BRAND
BADLUCKXO APPAREL IS THE EPITOME OF
EVERYDAY ESSENTIALS WITH A TWIST.

THE BRAND FOCUSES ON LUXURY STREETWEAR AS WEARABLE ART

** The brand was created for an e-commerce project in 2021 for Interactive Graphic Design at Point Park University

OUR STYLE
 SLIGHTLY EDGY

MINIMAL/NEUTRAL

YOUTHFUL

TARGET MARKET
TARGET MARKET
The brand strives to reach a target market of 18-35 young adults with an interest in both

basics and statement pieces. The clothing and accessory line is meant to take the

customer from day to night, with easy wearability. Customers should value art and fashion

as designs in the first collection will be heavily graphics-based. The BADLUCKXO Apparel

customer has a sense of individual style and have an on-the-go lifestyle

 SAMPLE PERSONA
DOMINIQUE, 26

NEW YORK, NY

FASHION INFLUENCER AND MARKETING STUDENT

“I don’t have time to go out this week, I have five assignments and a shoot on

Thursday”

GOALS - To graduate and launch her own fashion label.

FRUSTRATIONS - Forgetting her portable phone charger

MOTIVATIONS - Instagram followers, having a perfect GPA, being a “girlboss”

PHOTO: PEXELS

 SAMPLE PERSONA
SETH, 29

PITTSBURGH, PA

PARALEGAL

“I’m undoubtedly the most fashionable in the office”

GOALS - Maintain the his schedule perfectly, take on more meetings

FRUSTRATIONS - Paperwork

MOTIVATIONS - Looking great for meetings, familial prestige

PHOTO: PEXELS

COMPETITION
MAIN COMPETITORS

Kai Lumieres
SWOT ANALYSIS
Strengths - Well developed brand identity, established collection of 7 products with a

consistent style/aesthetic/tone

Weaknesses - No existing presence online, highly successful competitors

Opportunities - Growth through four social media channels, collaboration with both

artists and fashion influencers, purchases through Instagram shopping feature

Threats - Well-established brands with similar product categories and pricepoints,

social media algorithms

SOCIAL MEDIA GOALS

As a new brand, BADLUCKXO Apparel will face challenges establishing a presence on

social media.

Utilizing the first clothing and accessory drop, Collection I: Ace, BADLUCKXO Apparel

will introduce itself to the scene across four main social media channels: Instagram,

TikTok, Twitter, and Tumblr. The content should reflect a product-centric mentality and

encourage community engagement.

It is understood that the brand has a small following because of its newness.

Following the drop of Collection I: Ace in the first 6 months, the brand hopes to see :

- 200% growth in followers across channels

- 1 website link click per 3 followers (all channels)

- 1 use of the #BADLUCKXOAPPAREL hashtag per 5 followers (all channels)

- 70%+ of the #BADLUCKXOAPPAREL hashtag including customer photos of products

- Conversion rate of 70%+ from profile clicks/views to actions (follows, likes, comments)

CONTENT STRATEGY
 OUR MAIN SOCIAL CHANNELS

** PRIORITY 1
 INSTAGRAM
Instagram will be the main social media platform for advertising BADLUCKXO Apparel.

The brand will post sneak peeks on each day of the week leading up to the collection drop. These posts will

include close-up shots of the product and images of the graphics used in the collection. On the day of the

collection release, the brand will post images of the graphics that appear on the three core products in the first

collection: The Luck Hoodie, the Ace T-Shirt, and the Diamonds Tote Bag

The Instagram feed should be clean and organized to reflect the brand voice. Long-term, product photos, reels

of product and campaigns, and customer photos. The Instagram voice is slightly more formal than TikTok.



 TAG

#BADLUCKXOAPPAREL

TO BE FEATURED

After the collection drops, the Instagram account will regularly repost customer photos with the products and invite them to use the hashtag

#badluckapparel to be featured.

 TIKTOK
TikTok follows Instagram in terms of priority.

Leading up to the collection and brand launch, the TikTok account will post video sneak peaks of the

products. Long term, the account will post a mix of behind the scenes content from design process to

content shoots, fully produced campaign videos, and product spotlights on customers or brand models.

More casual behind the scenes content should be rolled out 2-3 times a week, while edited campaign

videos will be released on a case-by-case basis depending on new collections and products. Miscellaneous

videos will fill up empty time to average TikTok account activity to 4-5 posts per week.



TWITTER
Twitter will be a direct line of communication for customers and will aim to answer questions regarding the new brand

and new collection.

The Twitter account will follow a similar schedule for the release of the first brand drop, with sneak peek posts

occurring every other day up until release. Prior to release, the Twitter account will post a tweet inviting followers to

ask questions about the brand and to provide feedback on what they would like to see from the brand in the future.

The Twitter account will be active daily, posting content relating to new collections, behind the scenes, and short

quotes. It is crucial especially for interaction with customers on this channel, acting also as a direct way to seek help

with products or orders.

TUMBLR
Tumblr, while it is not the most popular media channel in the market, is crucial to BADLUCKXO Apparel.

The BADLUCKXO Apparel website feautres an “Immerse” page, which breaks up the look of the

e-commerce site for an artistic dive into the brand. The page features an embedded version of the BADLUCKXO

Apparel tumblr page. This blog serves as a moodboard for the brand and a visual representation of the brand voice

outside of the products.

The Tumblr should be updated daily with relevant images. An average of 5-6 posts will be made per day, with 10 being

the max. Campaign photos may be posted as original content to round out the moodboard and introduce brand-

specific content to the social media channel.

BADLUCKXO APPAREL IMMERSE PAGE