Craftmade Aprons
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Craftmade Aprons
A brand driven to produce the highest quality aprons for service industry workers. Craftmade Aprons started in 2017 with a mission to be affordable, unique, and community based. The brand has since grown to be nationally recognized. They needed Vivid to help them with everything related to digital marketing. Social media, web design, email management, copywriting, and content creation. We created a custom plan which we implement on a daily basis to achieve each of their goals. In just a few months, we have gained thousands of followers on Instagram, increased sales by 25%, and we have created a national brand that the culinary community now recognizes as Craftmade Aprons. Craftmade Aprons, since we have started helping, has been all over social media appearing on podcasts, local news, and on famous Chefs accross the nation. We are continuing to grow this brand and will update this case study as needed. In terms of content creation, Our team of strategists and passionate creatives developed a series of films and campaigns. With every piece of content, website implementation, or social strategy we reflect on Craftmade's mission to be all about their amazing community.
Cohesiveness is key
One thing that brands struggle with when trying to manage social media on their own is perfecting their own style and tone. Craftmade was doing a nice job at posting every single day and updating their followers with new products and updates, but they weren't maximizing on the delivery of these posts.
Vivid went in and completely redesigned the layout of their social media. We started posting with a purpose -- to drive growth and increase brand awareness. By brainstorming an aesthetic that was true to the brand, we grew in followers, engagement, and sales.
The photo to the left shows what Craftmade's Instagram grid looks like now that we are posting for them. The photo below shows what it looked like before we started strategizing and creating content.
Driven with purpose
Craftmade Aprons prides themselves to be built by people, for people. They pride themselves as being close to a variety of restaurants and individuals in the Twin Cities, and the Craftmade Apron family is extremely loyal. Our team made it a priority to highlight this as much as possible. Instead of focusing our social media solely on product shots, we are constantly engaging with customers to gather content from them.
By including the customer in the process, the brand is able to develop closer relationships, obtain more meaningful feedback, and truly change a community. Everything about Craftmade was designed with chefs and service industry members in mind, so we knew their social media had to be designed like that as well.
Additionally, our team replies to all comments and DMs as soon as we possibly can. We alleviate all of the pressure from the designers and owners so that they can focus on creating new products. We took the time to learn the brand so that we can speak to customers and followers with ease.
Website maintenance and product catolog
As part of their monthly digital marketing subscription, Craftmade Aprons needed brand new photos of every single one of their aprons for their website. The brand had approximately 75 aprons when we started, and they release new designs every single week. Our team brought these aprons into our studio and gathered intricate photos for their website catalog.
Different than social media, these images were meant to show off the design, style, and texture of each apron. We wanted to keep a uniform look throughout the entirety of the website, so each apron is placed in a similar way. Additionally, our team took over the role of website maintenance for Craftmade Aprons. We now take the photos of the new aprons as well as post them onto the website with the description, sizing details, price, and quantity. It is a cohesive approach that allows for less time to be taken away from the Craftmade designers.
The photo above shows the website with our updated product catalog. The photo below shows Craftmade's site before we started working with them.
A community initiative designed to make a difference
When we started working with Craftmade, they were almost a year into running their second "brand." Project Black and Blue is a community initiative created by the owners of Craftmade Aprons to help members in the service industry. They designed unique aprons, hats, and shirts that were a part of the Project Black and Blue collection. When someone purchases one of these items, 50% of the profits gets put into a fund that fuels private donations, Health & Safety Kits, and additional awareness for the physical and mental struggles of working in the service industry.
As part of their monthly digital marketing service, Craftmade asked us to not only run the social media accounts of their main brand, but also to start posting consistently on separate social media platforms specifically for Project Black and Blue. This had to look completely different from Craftmade's social media because the purpose and mission of the two brands are unique. We gathered content and strategized a look that fit the Project perfectly and are now able to run both accounts consistently.
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