Product Launching Eclipta
In collaboration with Nature's Mercantile, a local apothecary business, a team and I developed a social media identity for Eclipta, an all-natural eyelash serum, and later launched the product on social media. This project was done as part of coursework.
About the project
Date:
Aug-Dec 2024
Client:
Nature's Mercantile
Services:
Social Media Marketing, Brand Kit Design
Phase 1: Developing Eclipta's Identity
Developing a Branding Kit
Before we could launch Eclipta, we needed to establish its identity through branding. Based on secondary research and information from our sponsor about why the made Eclipta and what Eclipta means to them, we made a full brand kit and branding usage rules so Eclipta could be clean and consistent in all marketing.
Logo Redesign
Another key piece of the Eclipta brand we tackled was the logo. After many internal design critiques and iterations, we came up with a logo our sponsor was happy with and one that celebrated the inspiration behind Eclipta, an eclipse.
Phase 2: Creating Social Media Content
Current State Audit
We began our venture to create content for Eclipta by auditing the few social media posts Eclipta had. We found the current posts had issues with 1) image clarity 2) long captions and 3) lack of measurement tools to prove eyelash growth results.
Making New Content and Content Schedule
We conducted an internal content creation workshop to come up with lots of ideas for posts and sort the best ones into campaigns.
Phase 3: Launching Eclipta on Social Media
First Posts
For our first posts, we focused on Eclipta's differentiating factor in the eyelash serum market: the all natural ingredients.
Analyzing KPIs (Key Performance Indicators)
We looked at our KPIs on Instagram prior to posting and after out first posts went up to evaluate the effectiveness of our posts, and were happy to learn there was a significant increase in views and accounts reached.
Hand Off
We wanted to ensure that our client would be able to continue successfully making content on their own after the team's involvement ended. To do this, we made post templates and delivered our branding kit in a simple slideshow form so the client could make new posts that were consistent with their new branding easily.