thelittlemarket.com

The Little Market is an online social enterprise, combining business and social justice. We measure our success by the positive

social and economic impact on our artisans and their communities. Founded in 2013 by Lauren Conrad and Hannah Skvarla.

Brand Brief

Personality Values Definition Promise

The Little Market is your fashion forward friend who is also a citizen of the world. !A conscious consumer, she likes to stay on trend while making purchases that positively impact the lives of others.

!Collaborative Social Responsibility !Empowerment of Women !Fair Wages Safe Workplace !Craftsmanship, Design, & Style !

An online marketplace for fashion forward fair trade goods.

Your purchase will always be ethically sourced and directly benefit global artisans and their communities.

Empathy Map

Think & Feel? Hear?

See? Say & Do?

People like their style - Red Carpet Gossip - That fair trade stuff is not chic, but that TLM is different - News stories like the Bangladesh factory collapse and Malala.

Instagram their lifestyle - Travel - Work for creative or cause oriented companies, or aspire to - Volunteer - Watch Ted Talks & E! - Have brand literate fashion conversations. “Cute, Cool, Ethical, from XYZ Brand” - Set and follow trends.

The Little Market on social channels, LaurenConrad.com and TLM press in Teen Vogue, InStyle, People Magazine - Notice other people’s style - Activist campaigns like Amy Pohler’s Smart Girls and MTV Act - The impact of impact of consumerism on the environment.

Stylish- Love Lauren Conrad’s style - Care about social justice - Feel empowered and want to empower others - Appreciate art, design, & style.

Gain?Pain?Price Point - The range of ethnically inspired options from other brands like Madewell and Anthropolgy - Can’t see TLM products in person.

Curated by taste-maker, Lauren Conrad - Unique, One of a Kind - Hand Made - Supports a good cause. #FashionForwardFairTrade

Understanding The Little Market Customer

Customer Segment

Millennial Women 25-34 Years Old (+18-24) Educated Optimistic/Altruistic Professional/Creative Lauren Conrad Fan Fashion Forward Posh + Boho Socially Conscious Inspired by Nature Global Citizen Influencer !!

Business History

thelittlemarket.com *Weekly Metrics*

Jan 1 - May 31 2014

!  Sessions:           22,772    Users:                     17,  139    Revenue:         $2,762    Conversion  Rate:     0.13%  

!The Overnight Bag

!  Sessions:            1,388        Users:            695    Conversions:        1.2%

Goals

Summer campaign for TLM’s New! Half Moon Bay Overnight Bag.

KPIs

Paid !CTR!

Conversions!ROAS

Organic    CTR!

Conversions!

Paid Conversion FunnelST

ART

Paid Conversion Funnel

!

$$$ !

END

Organic Conversion FunnelST

ART

Organic Conversion Funnel

!

$$$ !

END

Website Optimization

• Feature seasonal products on landing page.

• Re-organize category banners to feature seasonal products.    

• Change header color.

• Optimize site architecture and navigation.

Media Plan: Organic Social Media Content - Strategy

!!

Mimic social media tactics that work for like-minded brands - Toms, Madewell, and J.Crew.

Impact/Artisan

Cute Bomb

In Situ

Product Detail

Media Plan: Organic Social Media Content - Facebook !• Post product driven content 3x per week • Maintain a balance between product driven, lifestyle, and social impact content • Include CTA and bit.ly link to landing page to drive sales • Include CTA to join highest referral social channels - Pinterest • Run posts in tandem with Facebook Right Sidebar Ad

*actual posts

Media Plan: Organic Social Media Content - Twitter

!• Re-post from product driven content from FB/

Instagram 3x per week • Maintain a balance between product driven,

lifestyle and social impact content • Include CTA and bit.ly link to landing page to

drive sales

Media Plan: Organic Social Media Content - Instagram

!• Post lifestyle driven product shots 3x per week • Push Instagram posts to Twitter • Include CTA and landing page link in bio to drive

traffic and sales

Media Plan: Organic Social Media Content - Pinterest !• Create new Pinterest board for ‘Bags’ including images of

- Overnight Bag in all styles - Overnight Bag in clean product shots - Overnight Bag in user generated content shots - Details and lifestyle scenes - Maintain a balance between product driven, lifestyle and social impact content

• Include direct links to landing pages for each product • Post a “Follow us on Pinterst” CTA on Facebook, Twitter, Instagram

Paid Media Content & Results - Facebook

Ran Campaign June 9 - June 14- Website Clicks: 231 - Reach: 136,331 - CTR: .17% - Avg. CPC: $0.43 - ROAS - $100 - Transactions: 0

Paid Media Content & Results - Google AdWords

Top 3 Keyword Phrases Women’s Weekend Bag .65%

The Little Market .60% Women’s Overnight Bag .47%

Ran Campaign June 9 - June 14!- Impression: 96,652 - Sessions: 388 - CTR: .4% - New Sessions: 91.49% - New Users: 355 - Bounce Rate: 26.80% - Transactions: 1 - Revenue: $267.35 - Conversion Rate: 0.26% - ROAS: $117.35

Organic Media Content & Results - Facebook  

22 Clicks to Website 0 Conversions

457 Clicks to Website 0 Conversions

32 Clicks to Website 0 Conversions

Organic Media Content & Results - Twitter  

457 Clicks to Website 0 Conversions

32 Clicks to Website 0 Conversions

457 Clicks to Website 0 Conversions

*Same bit.ly links were used across Twitter. Multiple posts contributed to total click count.

!• Establish normalcy across site traffic/analytics and all unpaid media channels • Optimize highest performing channels - social media + website • Test first paid ad campaign • Develop organic social media strategy • Focus on a new product campaign • Combine organic and paid media to increase conversions

Part B - Approach & Strategy

Operational Challenges: • Timing, commitment and internal alignment challenges with TLM team • Communication between GA-DM team and TLM Web team around site changes

!Execution Challenges:

• Organic social media posts did not include the correct product links • Infrequent posting during campaign, not at optimal traffic times

!Missed Opportunities:

• Instagram • Pinterest • No clear product shots in social media posts

!Recommendations:

• Achieve a balance of organic, earned, and paid media • Optimize UX • Implement a comprehensive digital marketing strategy • Accelerate growth to achieve The Little Market’s social impact promise

Key Takeaways & Recommendations

Thank You!