BAIA BAIA
THE TRIBE GOES VIRAL !
THE CHALLENGE
Drop everything that you are doing right now. This all new D.I.Y. experience takes the coolest side of the craft making to a whole new level : effortlessly designing your own flip flops, bags and jewels to match any style, offering endless creative opportunities for fashion and lifestyle. And guess what ? Everyone loves it. But as one of the latest venues in a competitive market, with no website or any other marketing materials, the brand relies 100% on social media.
THE IDEA
Thailand is no exception. When it comes to urban trends, fashion with a keen eye on DIY, you bet customers are all up for it. Yep, but the trick is : how do you stand out ? For us it was not so much about aggressively marketing a name but rather focusing on the DIY side of the experience, branding Baia Baia as the super cutie-pretty-girly the brand is, while gaining strong local authority through the eyes and words or social influencers. The rest was history.
SOCIAL BRANDING
OUR RESPONSE
With only their social media channels to showcase the brand, our work needed to be sharp, on point and giving a clear brand identity through each post. Our studio released the first social media shootings, hinting on the DIY features while offering professional and powerful social media visuals that would trigger emotions while sparking users engagement.
...With a clear impact on the community !
FIRST POSTS
With a social media presence growing each month, Baia was getting much more social awareness. To keep up with this growing trend and in effort of always offering more ways of engaging to our fans, we escalated our digital presence by releasing a series of short videos. The idea was to build Storytelling – creating stories, around Baia’s values, own take on fashion, styles and trends while adding a bit of selfless content
From "LIKES" to "VIEWS"
+698%
Subscribers
11K
Views (1st week)
99,2%
Love ratio
Response was so overwhelming that we immediately increased the pace of production, with new episodes released on a weekly basis, dealing with trending topics with a clear selfless approach. The mini-serie format was widely shares and promoted through Facebook and other social media platforms, gathering a loyal and devoted community.
Baia Baia is all about D.I.Y. So who better than actual fans to demonstrate the amazing possibilities the brand strives to offer to each of them ? Led by our in-house influencer agency "FRIYAY", we activated our thick network of influencers to casually and smoothly giving perspective to the products through fashion ambassadors sensibilities and vision. And it went crazy from there.
*All reviews were gotten for FREE - none of the influencers were payed to discover the Baia Baia experience
6-MONTH RESULTS
VIDEO VIEWED (all platforms)
COMMUNITY (Fans)
INFLUENCERS REACH (organic visibility)
68,954
78,331
17,000,000
