Marie Camara | BI Analyst

Case Study Guineanappies

Guineanappies is a natural hair online community, established in 2018, needed help creating its brand, website and establishing itself online. 

Background

• Established in 2018, Guineanappies aims to uplift and celebrate the beauty of Afro-hair online. The name “Guineanappies” combines the union of two words “guinean” & “nappies”. The community provides expert tips and guidance for maintaining healthy hair. They aimed to help women embrace and love their natural hair, fostering confidence and pride. 
• However, the brand faced a hurdle – a lack of digital presence, including social media accounts, a blog, and a unique brand identity. I aimed to craft and implement a comprehensive content strategy from scratch to enhance their online visibility and drive engagement.

Challenges

Initially, the brand needed a brand identity, messaging, tone of voice, and visuals. There was a need for distinct messaging, tone of voice, and visuals to guide the content creation.

1. No digital presence: The brand lacked a strong digital presence, as it did not have a blog, website, or any presence on social media platforms. 
2. Fierce competition: The space for afro-hair has many influential individuals and well-known brands.
3. Starting from scratch: This challenge required me to build credibility and trust, attract followers, and drive engagement without an existing audience.
4. Budget constraints: The limited budget necessitated the brand to rely on organic growth strategies instead of using paid advertising methods.

Solutions

Brand identity & web design

UX Design 

• I created a UX mock-up of the site’s pages to organise the information in a structured way. 
• The process involved testing different page layouts and highlighting important content.
•  Additionally, I ensured that the website had a responsive design, capable of adapting to all screen formats and media..  

UI Design 

• I designed an appealing visual identity for the concept. The goal was to develop a user-friendly website that would motivate people to explore the process of embracing natural hair. 
• I focused on an immersive hair education experience that celebrates the Afro world. The graphics, typography, and colors all harmonise to deliver a user experience that aligns with the brand’s identity.

 

• Creation of the graphic identity and logo
• Enhancement of photos to attract attention
• Ensuring consistency between image and brand values
• Designing an intuitive, easy-to-understand user interface.

Content strategy

I have developed a comprehensive multi-platform content strategy to provide engaging, informative, and community-focused content for our audience. The strategy includes the following components:

• Instagram & Facebook: I carefully planned a schedule for posting 4 high-quality weekly posts. These posts feature engaging carousels, DIY tutorials, product reviews, and motivational tips, all of which are essential for building our community.
• Hashtag strategy: I selected a mix of highly relevant niche tags and broader hashtags to maximise visibility and reach their target audience effectively.
• Engagement tactics: I used regular stories and polls to encourage active interaction with the followers. Additionally, I initiated and maintained one-on-one conversations with their audience through direct messages, creating a strong sense of community and personal connection.
• Facebook groups: I shared the compelling content within various natural hair communities on Facebook groups to increase visibility and attract followers organically, leveraging the power of community engagement and word-of-mouth promotion.
• Blog development: I spearheaded the development of an engaging blog on a user-friendly website, featuring a wide range of hair care tips, do-it-yourself (DIY) treatments, and personal stories.

Results

The progress I made for the brand was truly remarkable:

– Follower Growth: Their social media following skyrocketed, with a whopping 120% increase, taking us from zero to over 3000 followers on Facebook.

 

– Engagement: They saw a consistent rise in engagement rates, with an average 10% engagement rate on Instagram posts. Their audience actively participated in stories and polls, showing a high level of interaction.

 

– Increased Brand Awareness: The brand gained significant recognition in the niche afro-hair care space, with more women following and mentioning the community.

 

– Website Traffic: The website led to a substantial increase in organic search. This surge in traffic indicates a growing interest in the brand and its content.

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