For 25 years, DevaCurl has been dedicated to and driven by one obsession: all things curly. Celebrating the curl community is at the heart of everything they do which means their approach to marketing must be as unique and personalized as the audience they serve. They joined forces with Team Bespoke on stage at IRCE June 26, 2019 to demonstrate how DevaCurl prioritizes their marketing channel spend based on their unique audience, and how they personalize tactics such as social, email and affiliate to the company’s brand values and personality. Below are the key topics we covered.
1. INVEST IN YOUR COMMUNITY
Provide a sense of belonging to your customers by joining and supporting conversations that are already happening organically in their communities. Staying true to the existing conversation rather than artificially creating our own results in over 1,000 pieces of organic content on average every week.
2. CHOOSE AUTHENTIC BRAND REPRESENTATIVES
Choose women who are authentic fans of the product to represent the brand on site and in campaigns.
3. COLLABORATE TO PROMOTE PRODUCTS THEY LOVE
Tapping into the curl community to share their favorite products with their engaged audience motivated their followers to begin their own curl journey and resulted in one of our biggest promotions ever.
4. BUILD AFFILIATE WITH INFLUENCERS
We leverage these strong influencer relationships and the profit power of the affiliate channel to further monetize the existing reputation of DevaCurl through targeted media spend.
5. DON'T FORGET THE BASICS: OPERATIONS & CUSTOMER SUPPORT
We bring our brand values full circle with a host of resources dedicated to supporting the curl community including curl specialist salon directories, customized product recommendations and dedicated, engaged customer support.
Discover how Team Bespoke can optimize your brand partnerships.
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