Instratify - Brand Launch Intrapreneurship
Ash & Green is a DTC (“direct to consumer”) brand that makes going plastic-free in bathrooms and kitchens easy and chic with just-add-water cleaning and personal care products. Our first product is a solid shampoo bar, which is shipping to customers in early 2022. Let's kill the planet less! The brand is a big part of the Ash & Green strategy. We're being very purposeful to build a mission-driven brand completely driven by the community. This means no ad spend. Sustainable growth all the way!. Project Goal --> Help Ash & Green run a successful pre-launch campaign on Kickstarter. Sub-Goals: Identify a list of 1,000 micro-influencers and content creators across a range of niches including sustainable living, hairstylists, fitness junkies, clean beauty, home decor, and ethical fashionistas. Identify a smaller list of journalists for an earned media campaign and engage with them meaningfully. Social campaign assets — create Tiktoks + Instagram reels, stories, and grid posts teasing the Kickstarter campaign and for use during the Kickstarter campaign. The focus here will be on video, especially filming and editing original short-video clips with a smartphone. The goal would be to create 15-20 15-second video assets + supporting Instagram stories. Experience as a content creator yourself on TikTok/Instagram would be great even if it's personal, not business. Help create launch video — the most important aspect of any Kickstarter launch is the Kickstarter video! Following a similar format to Dollar Shave Club's or Purple's or Poo-Pourri's viral video, our goal is to create an infotainment-style launch video people enjoy watching and want to share. This would involve helping write the script, filming original clips, sourcing b-stock footage and background music the project partner employer will purchase, and editing the whole launch video together. Support and help grow the community — create on-brand social content for Instagram and TikTok. Engage with the community on Instagram and TikTok daily or every other day authentically through comments, likes, and DMs frequently throughout the week. No bots or tools. We do everything manually. Ideally, you are interested in one or all of these niches mentioned above in #1. If you're a content creator yourself, aspiring content creator, or aspiring entrepreneur, learn influencer marketing from the brand side and how to run a proper Kickstarter pre-launch campaign. Learning influencer marketing is becoming increasingly important for any consumer company as attention continues to diffuse from the few (e.g. old school TV networks and newspapers) to many (individuals).
