2022 2023 Marketing Update - Jozi Curls
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Marketing Update 2022 - 2023
Hello, from the Jozi Curls team!
Robyn Greg Sinegugu Natalie
Marketing, Brand & PR Lead VP Global Sales Digital Content Creator/ Community Marketing Consultant
Manager
Our Jozi Curls Brand Mission
To build Jozi Curls brand awareness through fostering
a genuine, inclusive and fun-loving
community of people with textured hair.
What 2021/2022 taught us:
ü Increase consistency of marketing activities
• Increase the 2022 always-on social media &
marketing plans throughout the year to leverage
our loyal following.
ü Know who buys Jozi Curls
• 2022 tactics to reach the consumer and grow the
community include influencer campaigns, social
media paid ads and collecting/analyzing audience
data from these to optimize future campaigns.
ü Influencer campaigns boost sales and grow
awareness
• This was the most successful marketing activity of
2021, so we will be increasing this activity in Q3 and
Q4 2022 and moving into Q1 and Q2 2023
• Overlapping influencer campaigns with promo
activity to further push sales volume in 2022 and
2023.
ü We need to tell our story
• Jozi Curls is truly unique as it’s made in Africa by a
diverse African team. We will leverage our brand
story in 2022 through strategic brand messaging in
our content and support this through our
ambassador.
Through dedicated influencer campaigns, we
will make her feel empowered to show up
On the ground Events Exclusive Brand College
& Festivals Ambassador Ambassadors
The Jozi Curls brand visibility The Jozi Curls Ambassador is College ambassador
at events/ festivals that are the face of the brand. She program filled with curly
aligned with our brand and helps share the brand story college girls advocating for
target market such as Curl and advocate to the curly Jozi Curls across universities
Fest, Afropunk .etc. community. and on social.
Q3-Q4 2022 & Q1 2023 Q3-Q4 2022 Q3-Q4 2022
Afropunk Festival Afropunk Festival is an annual arts festival that features music, film, fashion, and art produced by black artists. The festival is hosted in different locations, we will be participating in the Brooklyn 2022 festival – from 10 – 11 September 2022. : Who is our Target Market? 1 We want to reach young people that have curly hair; whose interests lie in fashion, beauty, pop culture, and hair. They want products that are good for their hair and the environment and use sustainable ingredients. 2: Afropunk Reach Over 70, 000 young people from all over the USA attend the festival. Their audience is 65% female and 35% male with a majority of this audience between the ages of 18 to 34 years old. Jozi Curls will have a stand at the Hair & Beauty Village that has hosted brands such as Cantu, Dark & Lovely, and Shea Moisture to name a few. 3: How will we leverage Afropunk? The marketing package that we have chosen does not only include on- site activation, on stage branding but also digital media activations – an online editorial, an integrated email blast (that will be sent to over 500k people), and social media posts across multiple platforms with over 3.2 million followers across the platforms. In addition to the Afropunk package, we will have street marketing outside of the event. The promoters will hand out samples and talk the crowd through the brand. This will keep Jozi Curls top of mind even before the crowd enters the festival.
Brand Ambassador Jewelliana Palencia (@jewejewebee) Instagram: 287k TikTok: 13.2K Jewellianna will be the face of the brand in Q3 on social as well as paid and print ads. We will leverage the ambassador to generate social buzz and build community. She will work with the brand for 3 months, her content will be exclusively Jozi Curls. Her content will be showcasing Jozi Curls being used as opposed to just product advertising. Consistent content creation and posting per week throughout the 3 months. Lifestyle photoshoot – access to full use. Investment: $38k Ethnicity: Afro Latino Engagement Rate:2.96% US Audience: 68% Female Audience: 89% AA Audience: 65% & Latinx Audience 8%
College Ambassadors Partnering with Her Campus Media to reach a few HBCU audiences, such as Howard University, Clark University, and Florida A&M University in 2 key time periods, Fall and Holiday 2022. 1: Individually selected editorial-quality Influencers aged 18-24 years old 25 Ambassadors promoting the brand across all social platforms for 6 months. An additional 250 influencers apply to receive the most coveted product collection of the holiday season, which includes Jozi Curls. The ambassadors will create reel, story posts and stills to their platforms demonstrating how Jozi Curls works on Curly hair & highlighting the cost effective value. 2: HCM Editorial Audience Reach over 100K+ followers (+more with promotion) with our top- performing awareness solution (Email Blast) and social media content, direct to our target audience. Two giveaways from Jozi Curls plus our editorial endorsement will make this a success. 3: Her Campus Community Content Creators Reaching over 2020 college students who create content Jozi Curls will be part of a kit with category exclusive brands that trendsetting students will apply to receive. these products in lieu of content
Key Marketing Activities
Always-on social media for brand awareness
Monthly exciting and relevant themed content across platforms to increase following
& engagement.
Highlight larger sizes & effects of the product on the hair (what does it do?)
Primary assets will be vertical videos for TikTok and Instagram.
YouTube and Facebook for more evergreen content.
Always-on Criteo Advertising to drive more sales on Target.com
Monthly campaigning across all SKUs with a focus on optimizing for sales
Giveaways and competitions for brand awareness
Entry will require follows, comments & likes. Winners encouraged to review on
Target.com (monthly)
Live Q&A’s on Instagram for brand loyalty
With journalists and influencers including giveaways to drive following growth
(monthly)
Product sampling & reviews for credibility
Always-on sampling in target stores via The Beauty Consulting Program & sampling
drives at colleges & events (Q3-Q4)
PowerReviews sampling campaign to increase reviews to 30+ per product (Q2)
On the ground events – Street team
Jozi Curls Marketing Summary
Platform Channels & Partners Activities Objectives
Brand awareness
Organic social media Video content
l
Audience size growth
l l
Paid social media Story-telling
l
Engagement
l l
Owned
Display ads Influencer partnerships
l
Reach
l l
Website & SEO Education & tutorials
l
Build emotional connections
l l
l
l Beauty Consulting program (9
activities) l Brand awareness
Online promotions l GI’s / TPC (Q1-Q3) Repeat purchases
Target
l l
l In-store promotions l Roundel campaigns l Brand credibility
l Salesplans l Positive experience
l Beauty Consultant (Q1)
Digital campaigns & giveaways
Community growth
l
University promos & giveaways
l
Customer acquisition
l
Influencers & l Marketing, Influencer & PR Salon promos in top 5 cities
l
experiential Agency Black Girl Digital Brand trust & credibility
l
Multicultural/ diverse brand
l
Reach & awareness
l
ambassador appointment
l
l Beauty & Fashion publications
l News & Lifestyle publications
l Curl Fest event l Driving in-store sales
l Print l Press product drops l Community engagement
PR l Digital l NGO participation l Hyper-local brand awareness
l Events l Afropunk l Story-telling
l Premiere Orlando l Creating trust within the Brand.
l International Beauty Show Las Vegas
Marketing Investment 2022 approx. $500K
Appendix
Her Campus – Campus Reach
Howard University
Boston University
University of Albany
University of Alaska
Clark University
Delaware State University
Florida A&M University
You can find a list of all the campuses here
Some Key Dates for the Her Campus campaign
22 SEPT 2022 – Holiday Packs sent to influencers
28 SEPT 2022 – 1st Social Media Giveaway
12 DEC 2022 – 2nd Social Media Giveaway
Jewellianna Ambassador Program:
Launch August 2022
IG Takeover date : 13 September 2022
IG Takeover date: 6 October 2022
Natural Hair Events, Festivals that we are in talks with for 2023
The Hair Care & Multicultural Hair Program – 8/11 May 2023
Essence Festival : 30 June – 4 July 2023
IBS Las Vegas: 24-26 June 2023
Premiere Orlando : 3-5 June 2023We know who the Jozi Curls consumer is
90% female, 10% male & non-binary
Age 18 - 34 years
Natural hair interest
Clean beauty interest
With textured / curly hair
Multicultural & inclusive
Hair Type 2b-4c
Older teens, students, job starters, girl bosses
They’re coming up in the world, on the go,
youthful energy
Cost savvy, looking for a quality brand that’s
affordable but still effective
Geo-target states and cities in the USA with
Fun, young & confident
highest sales volumes
Source: LATER social media reporting, 2022Thank you
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