7 June 2025

Summary

The marketing strategy focuses on leveraging microinfluencers, particularly on TikTok, to promote products and drive sales with an emphasis on cost-efficiency. Influencers like Alishah and Sarah are selected for their ability to engage audiences and convert them into buyers. The target audience is primarily 18-35 years old, with designs tailored for Gen Z. There's potential for future collections aimed at Baby Boomers. The approach blends affordability and influencer marketing to create effective outreach, with plans to gradually expand into macro-influencer campaigns for broader reach.

Takeaways

• 😀 The marketing strategy focuses on using micro-influencers to promote products on social media platforms like TikTok, aiming to engage with a younger audience.
• 😀 Micro-influencers are preferred because their cost is lower and they have more relatable audiences, making them more likely to convert to sales.
• 😀 The company has partnered with micro-influencers like Alishah and Sarah, and plans to work with Siti Sarah for future collections.
• 😀 The target audience for the products is primarily from the Gen Z demographic, but can extend to Baby Boomers in the future if products are tailored accordingly.
• 😀 The age range for the main target audience is from 18 to 35, though the company acknowledges that even younger individuals, like 13-year-olds, may have purchasing power through affiliate programs.
• 😀 The company plans to expand its offerings in the future to include more styles that appeal to Baby Boomers, such as looser traditional clothing like baju kurung and kebaya.
• 😀 Social media platforms, particularly TikTok, are central to the brand's marketing efforts, with a focus on daily outfit posts to encourage purchases.
• 😀 Influencer partnerships are a key aspect of the strategy, with the company planning to increase their use of macro-influencers in the future.
• 😀 The marketing approach is flexible, adjusting to the different needs and preferences of each product design, which can influence the target audience.
• 😀 The company's overall goal is to convert influencer engagement into sales, ensuring that the chosen influencers have the right audience that aligns with the brand’s offerings.

Q & A

What is the overall marketing strategy described in the script?

The marketing strategy focuses on using micro-influencers, particularly for daily outfit posts on TikTok. The goal is to influence their followers to purchase the products by showcasing them wearing the brand's items.

Why does the company prefer to work with micro-influencers?

Micro-influencers are preferred because their costs are lower compared to macro-influencers, and they tend to have more direct engagement with their audience, making them effective in converting followers into customers.

How do they define their target audience?

The target audience is primarily individuals between the ages of 18 and 35, as this demographic generally has purchasing power. However, there is potential interest from younger individuals and even older Baby Boomers in the future.

What kind of influencers are being targeted for the next collection?

For the next collection, the company is focusing on micro-influencers, such as Siti Sarah, with plans to eventually work with macro-influencers like Asali and Bellahan who have larger followings.

What are some examples of designs intended for specific target groups?

The designs cater to Gen Z, with a focus on styles appealing to individuals aged 18 to 35. However, the company is open to creating designs that may also attract Baby Boomers, such as looser-fitting traditional clothing like baju kurung or kebaya.

What is the significance of using TikTok for marketing?

TikTok is used for its ability to engage a younger audience quickly and frequently, showcasing daily outfits and product usage through influencer posts to increase visibility and sales.

What is the role of influencer audiences in the marketing strategy?

Influencer audiences play a crucial role by acting as a trusted community that can be directly influenced to purchase products. The size of the influencer's crowd and the ability to convert followers into buyers is key to the strategy.

How does the company plan to expand its influencer marketing strategy in the future?

In the future, the company plans to work with larger macro-influencers who have substantial followings and more influence, helping to boost brand awareness and reach a wider audience.

How does the company's target audience affect its design choices?

The design choices are tailored to meet the preferences and needs of the 18-35 demographic, with styles that align with Gen Z trends. However, future designs may include options that appeal to Baby Boomers, broadening the brand's market appeal.

What is the significance of influencer choice in the strategy?

Choosing the right influencer is essential to the strategy, as the influencer's audience must align with the target market and be capable of driving sales. Micro-influencers are initially favored due to their lower cost and higher engagement rates with their followers.