MODIE DESIGNED MARKETING STRATEGY

Modie is a fashion start-up that is designed and imagined to connect consumers with emerging and independent designers, with the aim to champion conscious consumers and individuality in style. Gaia co-developed a full marketing strategy and launch plan (throughout its first year) for this start-up, the marketing strategy demonstrated a blend of digital and offline marketing that aimed to build a sense of awareness within the targeted community.
The Strategy was mainly centered on the utilisation of User-generated Content and a campaign revolving all around it named #ModieReimagined. This campaign mainly faced the activation challenge across the UK, Spain, Italy and France on behalf of small micro influencers on either Instagram or TikTok. Ultimately this was all complemented by performance marketing, SEO, affiliated referral programs, and ultimately a phased offline activation that comprehended some fashion universities in London who would participate in a pop-up & boutique collaboration.
All of the marketing strategy took into account audience targeting, and budget timeline across the different campaign phases encountered within the first year, and the measurable KPIs. All of this gave Modie the possibility to analyse its position and its potential growth through a scalable and community-driven foundation. This project in specific allowed Gaia to gain a deeper understanding of the careful and cultural alignment spanning different markets that community-led marketing strategies require. On a reflective note a more structured format for the testing phases in between the campaign rollouts would have been beneficial to build stronger audience feedback loops.