Strategy
How we increased bCondom’s Instagram following by 445%
The Challenge:
b condoms, a Black-owned condom brand, was looking to grow its following but needed guidance on consistency, strategy, and building community
The Audit
While the profile already did a great job of having lifestyle shoots of the product and behind-the-scenes videos of the community work that the company is involved in, there was a need for engagement and direct conversation between bcondoms and their audience.
Their original direction was for a “cool, entertainment feel with nightlife and culture in the middle” all while also having a non-profit branch. After my research, I found that Black women (who at the time made up 68% of the brand’s consumers) found the nightlife approach to this social strategy to be alienating and contradictory to their community work.
The Solution
Based on the research and their digital marketing needs, my recommended approach focused on community building and conversion optimization.
With the current landscape of “gender wars” conversations on Twitter and Instagram blogs, it would be a great opportunity for bcondoms to be an outlier on the web the same way that they are in their industry.
The goal was to create an online community where there were genuine conversations about not just safe and healthy sex, but safe and healthy relationships.
Services
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Curated highlights that were easy access for a first time visitor to learn about the brand’s mission, founder, ambassadors, condom size guide, condom facts, sex tips, and sex education.
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To create an emotional connection to the brand and their mission, I purposed that there should be a series of real conversations about sex and relationships.
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I corresponded with @sheisblake on behalf of bcondoms and wrote a reel script for her to create for exposure of the brand. The reel was the first of the brand’s to reach 40k views.
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I created a posting schedule, posting guidelines ant content ideation.
