The Honest Company Inc. digital strategy for final presentation.

1. The Honest Company Inc.
Digital Strategy
Written by Madison Morton
Agency ADV 420
04/24/17

2.  Big Idea to Fix
 The brands website
and social media
platforms do a poor
job marketing all of
their products.
 The brand tends to
focus on only
marketing their diapers
and cleaning products
online.
 What about the other
products the brand has
to offer?
 Vitamins, food, and
gear/accessories
Big Digital Marketing Problem
Basics
Target Audience: Concerned young
female parents, who care deeply
about their child’s safety and
health

3.  The digital strategy will focus on increasing brand awareness, sales,
and traffic to the brands online platforms by providing
recommendations focusing on how to promote the other products
that are lacking online awareness, particularly vitamins, baby food,
and gear/accessories.
 Recommendations include: Social Media, Display Advertising,
Website, Mobile App, SEO/SEM
 Goals:
 Increase overall marketing of vitamins, baby food, and gear/accessories
 Increase traffic to online platforms by 25% by end of year
 Increase sales in vitamins, baby food, and gear/accessories by 30% end of
year
 Give moms options!
There
is a
Fix!

4. Facebook
Get customers engaged
with the other products:
Vitamins, Baby Food, and
Gear/Accessories
How?
 Host a contest! Have
moms post pictures of
them using the brands
gear/accessories.
Whoever receives the
most likes wins a free
product.
Let your customers know that
they are appreciated by giving
promo codes for a small gift.
Have the gift be a new product
such as a new baby formula.
(Most recent post advertising
their baby formula. Date: Aug.
4th, 2016 )
Get viewers inspired
by posting weekly fun
pictures.
How?
• Post pictures of
vitamins helping
kids play and grow
strong.

5.  Instagram will be pictured focused. Take
advantage of the fact that this is a great
platform for clothing companies and retailers,
and it reaches a lot of young adults, hitting your
target audience (Aguis).
Instagram
• Keep Posting! Post
pictures weekly of
all your brands
products. Since this
is such a great site to
post pictures of
gear/accessories, do
it!
• Make it fun,
creative, and
interesting for
viewers. For
example, post a
picture of a mom
and baby using the
accessories or eating
the brands food.
(This is the latest
post promoting
vitamins. 4 weeks
ago?!)

6.  Promote all products such as
vitamins, baby food, and
gear/accessories on Pinterest.
Pinterest is great for targeting
women and promoting a
brands clothing (Aguis). Your
target audience is here, give
them options!
Pinterest
• Create a style board with moms using the
brands baby bags.
• Create a style board involving healthy food
and promote the baby food and formulas
your brand offers.
• Get creative, come up with fun pin boards
that your audience can use. Reward your
audience for visiting your site with
information they want.

7.  Use display advertising to
promote the other
products you have to
offer, vitamins, baby
food, gear/accessories on
Babies R US and Target.
 Why?
 These two companies
have a large following,
and is where your target
audience shops.
 Know that you are
reaching your target
audience by posting
banner ads on these two
websites.
Display Advertising
Examples of what to post:

8.  Increase promotion and sales of these products on the homepage by…
 Give incentive to check out other products by creating discount codes at
top of the page for the other products
 Charity Events! Create a buy one donate one baby formula or vitamins
 Visuals of vitamins, food, and gear/accessories- make sure the photos are
context-aware so it will adapt properly to the mobile device
 Blogs: Use Inbound Marketing! For example, create a blog called “10
Healthy Snacks Your Kids Will Love”. Promote the brands food by giving
ways parents can incorporate into their cooking
Website and
Mobile App
Charity Incentive

9.  Promote vitamins, gear/accessories, and baby food investing time and money into SEM and
SEO.
 To come up with keywords, use WordStream, to help get an idea of how often these
keywords have been searched.
 Example:
 Stylish Baby Gear
 Preparing Baby Arrival
 Safe Baby Food Storage
 Safe Baby Food
SEO/SEM
Good Example: Keyword Searched:
“chemical free baby vitamins”

10.  Facebook: Gives detailed report
showing the amount of clicks the
campaign received, demographics,
and viewers impressions.
Measuring
Success
Google Analytics: Shows the
amount of clicks the
campaign received, how
many people were
redirected to the brands
website, and the viewers
demographics, gender, and
age of the viewers (Rand
Fishkin).