Proud
Poppy
The brand, in one sip:
A vibrant, inclusive fashion brand making colourful wardrobe options for women sizes 6-30.
The job to be done:
We partnered with Proud Poppy on retainer, leading marketing campaigns, major sales and working closely with founder Tara on all things growth and brand.
We led the rebrand, guided US and Australian growth strategy and directed key creative and campaign activity across the business.
Key results:
Scroll below to read some of the highlights from our time on retainer with Proud Poppy.
01.
Major campaigns.
We led multiple collection launches and campaigns for Proud Poppy. Most notable was the creative direction and end-to-end rollout of the Rise and Bloom collection, a 12 piece collaboration with First Nations artist Daisy in Dots. The collection sold out almost instantly. The Proud Poppy customer is most sensitive to price and with a +30% higher RRP for this collection, a cohesive and effective go-to-market strategy activated across every channel was required to hit our sell-through goals. Acquiring a new customer cohort was also a key KPI.
The collection waitlist was the biggest ever recorded, with 45% of these subscribers being brand new customers. Touch points: location photoshoot, PR mentions, partner channel activity (artist & faces of the campaign), on-site conversion drivers (GWP, competitions), early access for loyalists, email & SMS, performance marketing, social content (Instagram, TikTok, VIP Facebook group, YouTube), retail stores.
02.
2024 rebrand.
Instrumental to the brand’s growth was a visual refresh. This elevated the brand visually and was part of a wider project to cement the brand identity, including positioning, purpose, personality and platform.
Touch points: logo, typography, colour palette, graphic elements, brand voice, brand positioning, brand purpose.
03.
US launch strategy.
In the words of Colleen Callander, former CEO of Sportsgirl and fractional CEO at Proud Poppy, we presented “one of the best, most thorough strategies I’ve ever seen“.
04.
A move toward holistic marketing.
Previously heavily reliant on performance marketing channels to acquire customers and drive sales, we worked with founder Tara to distribute marketing spend and tactics across multiple channels. Reliance on a single channel can make a brand extremely vulnerable so the aim here was to put brand growth back in the hands of the brand owners. Strategies included a move toward OOH (out of home) advertising, email marketing flow and campaign improvements, retail activations, website optimisations, stronger storytelling, better content planning and implementing processes and structure internally.
Kind Words
“Ali has been a breath of fresh air, filled with positivity and a can do attitude. She is a "get shit done" kinda gal and that's exactly the energy that we needed to inject into the business. She has been a brilliant extension to our team and we would highly recommend working with her to anyone that was thinking about it.“
Tara McKeon, Founder Proud Poppy.