STRATEGY DOCUMENT Pink Lily Boutique - Kylie Glatfelter
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STRATEGY DOCUMENT
Pink Lily Boutique
COMM 428E
Introduction: Declaring the Brand For Your Strategy Document
Brand Name: Pink Lily Boutique by Tori and Chris Gerbig.
The brand that I have decided to use for this project is the Pink Lily Boutique. At the beginning of
2011 they were like any normal family, working in corporate America, weighed down with
crippling student loans. They were eager to find a way to pay their loans back as fast as possible
but also be able to spend more time with each other.
In 2013, they welcomed their first child and during maternity leave the bills began to pile up so
Tori began to look to online marketplaces to make a little extra cash to supplement their
household income. The online community that she was involved in quickly evolved from a few
hundred members to over 10,000 members in a very short period of time and that is when she
knew she could have a platform to help women feel confident in their everyday fashion choices.
With no start-up funding she partnered with her husband, Chris, and created a website and
turned it into a business in early 2014. They took a huge risk, and Tori relied heavily on her social
media knowledge to grow the outreach and sales of Pink Lily. Chris, handles the business strategy
of Pink Lily being more of the man behind the curtain, and he runs all of the finance and HR. They
soon found themselves shipping hundreds of orders weekly from their living room.
Fast forward seven years and Pink Lily is one of the fastest-growing online retailers in America.
The brand has a mindset to “be the brand that inspires women to achieve their best”. If you are
unfamiliar with this brand they want to empower women by providing affordable fashion for
every shape, size and color.
With this strategy, I hope to increase the TikTok all around (views, videos and overall
engagement). TikTok was the lowest engagement rate when compared to Instagram and
Facebook.
1
Research:
Insights on Follower Demographics:
• Target demographic for Pink Lily Boutique is females ages 18 to 35. The clothing
and accessories that are sold from this company are to inspire confidence and help
empower women. They strive to represent women of all shape, size, and color.
• Most popular products viewed on (pinklily.com) *images below)
• Image one: LIBBY DISTRESSED BOYFRIEND MEDIUM WASH JEANS
• Image two: LOVE FOR A LIFETIME BLUE ROMPER
• Image three: PINK LILY LUXURY SELF TAN DARK
(https://pinklily.com/collections/bestsellers)
Follower Count:
o Instagram: 1.1m followers
o TikTok: 68k followers
o Facebook: 1,822,685 followers
o Instagram: 100 posts within the 7 day period
o TikTok: 8 posts within the 7 day period
o Facebook: 134 posts within the 7 day period
Engagement Rates:
The engagement rates are all across the board, looking at their Instagram the likes for a
product promotional photo can get anywhere from 800 likes to 8,000 likes. The average
engagement with likes is about 2,500 per post. Comments are averaging around 215 per post.
However, with giveaways being promoted across their social media channels the engagement is a
lot higher around 13,000 likes and 8,000 comments. With TikTok the Pink Lily is growing, they
have gained about 6,000 followers since our brand audit assignment. The views on TikTok are
ranging around 5,000 per video, but the likes in those videos are in the 300-500 range.
Facebook is another story, their average likes is 100 per post and 20 comments, I do think this has
to do with the amount of postings that they put on this platform.
Customer Ratings:
From sitejabber.com Pink Lily has a consumer rating of 4.33 stars from 150 reviews.
2
Customer Testimonials:
“I love, love, LOVE Pink Boutique! Been ordering from them for years and spend lots of
money on a regular basis because they have the cutest stuff! It ships quickly, I am always able to
find something cute for my little short 5'0 body that fits! Another thing I want to add is that they
have wonderful customer service. I hardly ever have any issues, but if I do they are so quick and
prompt to respond and always fix whatever it is I need. Excellent quality clothes and the
AfterPay option is awesome!” (Sitejabber.com https://www.sitejabber.com/reviews/pinklily.com)
“I was incredibly thank you for how helpful the Pink Lily team was! My mom had ordered
a few things for me for Christmas around Thanksgiving. She did not give me any of the items until
Christmas and did not take anything out of the packaging. One of my sweaters had a hole in it
when I finally did open it. Even though their policy states items with defects must be claimed within
3 days, the team was super helpful and understanding of the situation and helped me out. I am
grateful for them!” (Sitejabber.com https://www.sitejabber.com/reviews/pinklily.com)
Outside research on social media platforms (like TikTok & IG) why should we use
them?:
Instagram is hands down the best platform for social media marketing for boutiques and
clothing brands. Why? Frankly because it is photo driven, and it gives a dedicated space for your
business to show your brand and show influencers wearing your brand. Having high quality
images for Instagram is key, because if your photos are boring, you are not going to get high
engagement. Pink Lily does this well, they have professional images taken of every clothing
launch, and they mix in those photos with their influencer ambassadors.
One of the hottest social media apps currently is TikTok which is all centered around
creativity. The app has 500 million users all around the world. These videos on the platform are
supposed to be fun and more authentic rather than professional. For example, the brand Guess
made a challenge called #InMyDenim and the point was the get users to buy their product and
show them dancing #InMyDenim. Working with the TikTok influencers could also make your brand
blow up, Charli D’Amelio has 111.0 Million followers and 9.0 Billion likes on her videos.
Popularity of certain features on the platforms:
The most popular features on their Instagram platforms include: Highlights, Reels, Stories,
IGTV, and the swipe up to purchase option! All of these features on Instagram are a big hit with
their audience. I do not have the ability to access specific numbers on views. The reels option
seems to be a hit with their videos made on TikTok.
Different demographics social media habits
I think that there are a variety of demographics for this brand specifically regarding age
range. The target audience is more in the 18-35 range but looking at the social media platforms
they have viewers that are younger (in the 14-17 age range). Personally, I think that it is possible
that the younger views found this boutique from TikTok since it is a relatively new app with a
younger audience.
3
Objectives:
1. Increase TikTok engagement, likes, and follows. Get 100k followers in 2021
2. Better Facebook presence and get more engagement. More targeted quality posts, over
quantity.
3. Increase overall sales & work on customer service responses
Strategies:
1. To tackle objective number one, ‘increase TikTok engagement, likes, follows, and hit 100k
followers’ I think the following strategies will be important in order to reach this goal.
• First, I think that by working with TikTok influencers that will drive up engagement.
Now, I think that the ideal influencers would be Mikayla Mogueria, Anna Sitar, Linda
Dong, Kris Collins, and Kat Strickler. Mikayla Mogueria has actually talked about Pink
Lily in one of her videos but it was not a collaboration with her, she just liked the
product.
• Another way to increase engagement is by having non-scripted content, so much of the
content posted is scripted but it needs to be more natural, and not just the content that
is posted on the other social platforms.
• Getting with the hashtags and challenges may be another positive thing to
incorporate. As mentioned, the brand ‘Guess’ did a campaign that challenged users to
buy their new denim line and post themselves dancing, and caption it #InMyDenim.
Doing something that can get people involved and interacting with the bran would be
ideal.
• Personally, I like non scripted videos that are fashion hacks and fashion tips. I really
enjoy stuff like that on TikTok because I get to learn new things, or learn how to style a
piece of clothing that I wouldn’t have known how to style.
2. To increase the Facebook presence and get more Engagement:
• After looking at the Pink Lily Facebook page, they need to focus more on quality over
quantity. They are posting the exact same content on the Facebook and Instagram and
for Facebook that is too much content. The mass amount of content isn’t being seen,
and may come off as bothersome. On Instagram, large amounts of photos and posts
are okay, because the site is focused around photos.
• Maybe having less individual product photos on Facebook would be helpful, keep that
amount of content on Instagram but less on Facebook. Sharing your customers photos in
the Pink Lily brand could be a fun thing to start. Having your customers tag the Pink
Lily page and have a customer hashtag that is only for Facebook.
3. Increase overall sales, and work on customer service.
• After looking for reviews online to see how this brand can be improved and what
strategies need to be put into place to reach the goal, I noticed that the customer
service, specifically about shipping, needs to be re-looked at. A lot of the reviews
4
online mentioned, slow, expensive shipping, or missing items (whether that be from
backorders or error). After being a department head for shipping for a few years I
have some ideas that can help this company in the long run. In regards to long transit
time, and shipping cost, giving the customer options to cheaper shipping is very helpful.
I dealt with these types of ‘complaints’ all the time, giving alternative options to
UPS/FedEx, such as USPS or sure post gives a variety of transit options and price
range. Adding this option puts the shipping on the customer, ‘my package is taking too
long’ they selected how long it is going to take, ‘my package is too expensive to ship’
they selected which shipping option they wanted to use and they knew the price. A
common warehouse inventory system is NetSuite and it is super easy to integrate
different shipping methods, speaking with the district representative for your shipping
provider can also get lower prices.
• With missing items due to backorder, there just needs to be communication with the
customer. Again, this is something I dealt with quite often, having a backorder policy
saying that if an item is backordered so the entire order will be held until completion
saves both parties shipping money, because sending a partial order means either the
company or the customer is paying additional money for shipping. Contacting the
customer to relay backorders is crucial, or they will just think you make errors. Letting
them know ‘hey, this item is backordered until date xyz’, can save a lot of trouble
because maybe there is a possible substitute.
• General error is a problem on its own that needs to be addressed, if the wrong
products are being sent out, someone is not doing their job correctly, whether it is the
person pulling the order, checking the order, and packing it. However, it could also be
an issue with inventory and things being labeled incorrectly.
5
Tactics:
• TikTok
o Tactics
Work with Influencers: Mikayla Mogueira, Anna Sitar, Linda Dong, Kat
Strickler, Kris Collins
Non-Scripted Content: Try on hauls from the Pink Lily Ambassadors, how to
style videos, fashion tips
Original Content, not videos that look sponsored like the Instagram Content
Hashtag challenges with the #PinkLily, #FashionFriday
o Metrics
Exposure: reach, views
Engagement: likes, comments, shares, duets
o Time
1 influencer collaboration video per week, have the influencer do their own
beauty/fashion tips/tricks and how they would style your line, get ready
with me
1 Pink Lily Instagram Ambassador per week, have the ambassador do their
own beauty/fashion tips/tricks and how they would style your line, get
ready with me
#PinkLily challenge, put together your best spring/summer/fall/winter look
using a Pink Lily product
• Facebook
o Tactics
Quality over quantity regarding posts
Less individual product photo postings
Share customers wearing their Pink Lily gear. Maybe create a hashtag for
buyers to use on Facebook.
o Metrics
Exposure: Audience, reach
Engagement: likes, comments, shares
o Time
1 product post per day, have an item of the day, and go into detail with
the product and the best way to wear it, and style it.
I think that you should share customer photos as much as they are tagging
you. I also think maybe adding a little weekly contest for the most creative
product photo, that could be very fun. And give out a gift card for the to
use online.
• Sales & Customer Service
o Tactics
Missing Items due to general error
Implement a double check when order is packed and processed
6
Missing Items due to back order
Contact customer with backorder status and ask if they want you to
ship partial or hold the order
Shipping Cost & Transit Time
Speak with district shipping manager for your provider and see if it
is possible for a rate drop
Get additional shipping services that give a variety of prices such
as USPS and sure post.
o Metrics
Customer service emails
Customer reviews
o Time
Monitoring the customer service emails daily is extremely important so that
the employees are able to get back to the customer as soon as possible.
Implementation:
Campaign Name: Spring/Summer 2021 Launch “Cabo Collection” & “Sweet Escape”
Cabo Collection is the Swimwear line
Sweet Escape is the regular clothing line
Description: In this campaign the Pink Lily brand we want to showcase the best of our new
Spring/Summer 2021 clothing launch. We know our customers get excited when they see the new
products and the best ways to style our products so they know exactly what to purchase to have
a cohesive #ootd ‘outfit of the day’. We plan to switch it up going back and forth between
photos and video content.
Objective: Average 3,500 likes on Instagram per post over the duration of this campaign and
500 Facebook likes
Platforms: Instagram, Facebook
Branded Hashtags: #PinkLily # PLSpring2021 #PLSummer21
Topic Hashtags: #ootd , #Spring , #Summer , #fashion , #ootdfashion , #outfit , #womensfashion
, #fashionista , #style , #styledaily
Location Tag: We will be tagging our warehouse in Bowling Green, Kentucky
Schedule:
Instagram:1 post every other hour, starting at 10am, post until 6pm (4 posts per day for
campaign content, not including daily regular content) over the next 12 weeks.
Facebook: 2 Spring/Summer 2021 Launch campaign photos per day 11am and 6pm, for 12
weeks.
*10 Sample Posts on the Following 2 Pages*
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**With all Instagram posts
there are additional
hashtags, geo tags, and
emojis. AdParlor only gave
so many characters.
11Calendar:
March 6: National Dress Day
• #NationalDressDay
• Post an Instagram slideshow of best-selling Pink Lily dresses
• Post stories of customers that use the hashtag #NationalDressDay and #PinkLily
March 8: International Women’s Day
• #InternationalWomensDay
• Post an Instagram photo of the Pink Lily staff
March 20: First Day of Spring
• #FirstDayOfSpring
• Instagram slideshow of perfect outfits for the first day of spring
June 6: National Eyewear Day
• #NationalEyewearDay
• Post an Instagram photo of a best-selling Pink Lily eyewear product
June 20: Frist Day of Summer
• #FirstDayOfSummer
• Instagram slideshow of perfect outfits for the first day of summer and how to style them
June 23: National Pink Day
• #PinkDay
• Post an Instagram slideshow of best-selling Pink Lily products that are pink
July 5: National Bikini Day
• #NationalBikiniDay
• Post a candid video from Cabo photoshoot of the Pink Lily staff in the new bikinis
September 22: First Day of Fall
• #FirstDayOfFall
• Instagram in feed post for perfect fall outfits
September 27: World Tourism Day
• #WorldTourismDay
• Instagram Slideshow of travel for product photoshoots (Cabo collection)
October 10: National Handbag Day
• #NationalHandbagDay
• Instagram photo of a top selling Pink Lily handbag
December 1: Christmas Theme
• 24 Days of Outfits to wear to Christmas Dinner and New Year’s Eve festivities, add
accessories, shoes, handbags.
12Immersive Technology:
The idea that I thought of for the immersive technology is a virtual try on. Technology is evolving
and more people are shopping at home because it is easier, the only downside, is not being able
to try on the products before purchasing. Now, with COVID, fitting rooms aren’t even open
making shopping even more difficult. When I was younger I would always play dress up games
online, creating a girl that looked like me and dressing her up, so why not do that with actual
products. My idea, is importing all of the inventory clothing, shoes, and accessories and allow the
customers to put together looks before purchasing so they can see what it looks like and the price
of the entire outfit combination. I think at first, Pink Lily will have to do a basic version of the
virtual try on to get it up and running, but as time goes on, make it possible for the customer to
customize the body type to fit their own. I think the title would be something along the lines of
‘Pink Lily Virtual Try On’.
13Hootsuite:
The use of Hootsuite with Pink Lily will be very beneficial because it will help manage the large
posting schedule that the Pink Lily social media platforms require. Hootsuite is a social media
management took that can pull all of your social platforms together and display them in one
place. Showing them conveniently on your dashboard.
• TRACKING ENGAGEMENT & ANALYTICS: Hootsuite Analytics is able to track all of the
key metrics including (but not limited to) likes, shares, comments, and views. What makes
Hootsuite so great is that is puts all of that information in easy to read charts. Easy enough
to see what is working with your brand and if something isn’t working you can adjust the
strategy and try again.
• CUSTOMER CONTENT: As mentioned earlier in this strategy document, Pink Lily wants to
utilize more hashtags and also post more of their customers in the clothing and accessories.
Sure, everyone loves to see the influencers being posted on the platforms but many
people want ‘regular’ customers featured as well. Hootsuite gives the ability to track with
hashtags, if someone is using a #PinkLily our team will be able to find it and repost it to
our main feed or our stories.
• SCHEDULE: The strategy laid out in this plan requires that content be posted multiple times
a day, including weekends, and on holidays. Having the ability to schedule the posts using
Hootsuite will allow
14Reporting Results Plan
To inform the leadership of the results of this social strategy, the best plan is to use a
weekly update, since the campaign is only 12 weeks long, leaving the emails to approximately
one page (at maximum). This campaign is dedicated to showcasing the Spring and Summer
collection launch for 2021. At the end of each week, leadership will receive analytics received
from Hootsuite.
Our weekly emails will highlight:
• TikTok: views, engagement, follows, and comments
• Instagram: reach, comments, likes, saves
• Share use of our branded hashtags: #PinkLily # PLSpring2021 #PLSummer21
• hashtags and content linked to Pink Lily
• Top 3 performing social posts on our main three platforms
• Our top 3 ‘best-selling’ item of the week
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