Questions and Answers
When was Ebbi Studio founded?
2022
Which social media platforms does Ebbi Studio primarily use?
Ebbi Studio offers worldwide shipping.
True
Ebbi Studio primarily competes with ________ in the custom embroidery market.
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What is one of the goals for Ebbi Studio for the short term?
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What type of designs does Ebbi Studio specialize in?
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Ebbi Studio has a strong presence on YouTube, posting frequently.
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What is a strategy that Ebbi Studio aims to enhance for their marketing?
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Name one of the objectives for Ebbi Studio in the long term.
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Which platforms are mentioned for interactive content?
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What is the purpose of interactive content on social media?
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What is an example of a content piece used to gauge preferences on Instagram Stories?
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The current reach of Ebbi Studio on Instagram is 60,000 accounts.
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What is the estimated budget for social media advertising for Ebbi Studio?
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Ebbi Studio had a reach of _____ on Facebook.
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Which of the following is a recommended action for improving engagement rates on Instagram?
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Ebbi Studio's engagement rate on TikTok is lower than the industry average for arts and crafts.
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What percentage increase did Ebbi Studio's reach show on Instagram?
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The CPC for Facebook advertising in the Philippines is about _____ per click.
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Study Notes
Executive Summary
- Ebbi Studio is an e-commerce brand established in 2022, specializing in custom-made apparel.
- Actively engages customers on Instagram, TikTok, Facebook, and YouTube, offering products like shirts, hoodies, and sweaters.
- Positioned in the mid-range to high-end market, competing with Lucky Loops and Stitched Co.by DJ for custom embroidery.
- Aims for a 25% sales increase in one year, 75% in three years, and seeks to enhance social media followers and engagement rates.
- Focuses on empowering customer individuality through customizable apparel, improving product quality and customer support.
- Plans to enhance local SEO, optimize social media use, and run targeted ad campaigns to boost visibility and sales.
Company Overview
- Ebbi Studio specializes in custom apparel and maintains strong engagement on social media.
- Utilizes direct messaging on platforms for personalized customer service, encouraging detailed interactions.
- Offers worldwide shipping to broaden customer base and increase accessibility.
- Maintains a YouTube channel for transparency, providing insights into the custom order process.
Competitor Analysis
- Competes with Lucky Loops and Stitched Co.by DJ in the custom embroidery sector, focusing on unique designs.
- Ebbi Studio emphasizes custom anime or vector art designs, using minimal text layouts.
- Lucky Loops prioritizes text layout designs, while Stitched Co.by DJ offers a broader range of options without templates.
- Pricing: Ebbi Studio and Stitched Co.by DJ are in the mid to high-end range, while Lucky Loops targets affordability.
- Each brand employs different promotional strategies on social media, with Ebbi Studio leveraging YouTube for behind-the-scenes content.
Goals and Objectives
- Goals: Expand product offerings, enhance social media engagement, optimize shopping processes, create loyalty programs, and collaborate with influencers.
- Short Term Objectives (1 year): Target a 25% sales increase and growth in social media followers across major platforms.
- Long Term Objectives (3 years): Aim for a 75% sales increase through innovative products and improved social media metrics, including substantial follower growth and engagement.
Strategy
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Content Categories:
- Product Showcase: Highlights unique apparel and encourages consumer interaction through styling inspiration.
- Behind the Scenes: Provides insight into the production process to build authenticity and trust.
- Influencer Collaborations: Engages influencers to broaden audience reach and credibility.
- Interactive Content: Promotes community participation through polls, quizzes, and live Q&A sessions.
Tactics
- Social Media Plan: Ensure consistent, engaging content across platforms to improve visibility and interaction.
- Programmatic Plan: Focus on local SEO strategies such as optimizing Google My Business for enhanced local search visibility.### Social Media Optimization
- Develop a user-friendly platform with an intuitive navigation structure.
- Organize products into clear categories for easy access and communication.
Social Media Presence
- Tailor content specifically for each platform's target audience.
Display Advertising
- Create visually appealing banner ads focused on custom embroidery products, emphasizing unique designs and sustainability.
- Display ads on popular fashion blogs, lifestyle websites, and online magazines frequented by the target audience.
Ad Networks
- Collaborate with reputable ad networks to maximize reach and visibility of display ads.
- Continuously monitor ad performance to optimize placement and budget allocation.
Retargeting Campaigns
- Implement retargeting strategies to engage users who visited the website without making a purchase.
- Use dynamic retargeting to show personalized ads based on previously viewed products, boosting conversion chances.
Metrics and Performance
- Instagram: Achieved reach of 60,000 accounts, reflecting a 30.8% growth and higher than the average monthly growth rate of 1-2%. Posts should aim for 10-20% reach among followers.
- Facebook: Increased followers to 174, a 27% growth, above the typical growth of 0.5-1%. Effective posts should reach 5-10% of followers.
- TikTok: Experienced a decline with 17,666 views (down 28.96%) and a reach of 11,634 (down 43.07%).
Impressions
- Industry benchmark for impressions is 1.5 to 2 times reach.
- Facebook has an estimated 2,600 to 3,000 impressions based on a 27% increase in reach.
- Instagram expected to achieve 90,000 to 120,000 impressions based on its reach.
- TikTok lacks direct impression data; estimated impressions between 17,400 to 23,200.
- Recommendation to activate TikTok shopping and enhance content diversity.
Engagement Rates
- Instagram engagement rate increased by 168%, achieving 1.9k interactions, surpassing industry average of 0.70%.
- TikTok maintained a 6.14% engagement rate, well above the 2.65% average.
- Facebook engagement reached 1.6%, outperforming the average of 0.15% in the sector.
- Suggested strategies: Increase Instagram posting frequency, utilize interactive Stories, and engage in user-generated content contests.
Financial Proposal Overview
- Advertising Budget: ₱120,000 for social media advertising based on average CPC and CPM rates in the Philippines.
- Influencer Collaborations: ₱90,000, engaging nano- and micro-influencers according to follower sizes.
- Content Creation: ₱75,000 for photography and videography, varying with project complexity.
- SEO and Content Marketing: ₱150,000 allocated for SEO services and blog content, highlighting high production costs.
- Loyalty Programs and Tools: ₱50,000 for developing loyalty programs and subscriptions to analytics tools.
- Total Estimated Budget: ₱485,000.
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Description
Test your knowledge about Ebbi Studio! Learn when it was founded, the social media platforms it uses, its competitors in the custom embroidery market, and more. This quiz will challenge your understanding of the brand's offerings and goals.
