Content Strategy
The Brief…
Founded in 2008, Andaaz Fashion is a global South Asian occasionwear brand, tailored to fit women’s, men’s, and children’s wear. Andaaz’s mission is to market itself as an affordable luxury brand.
However, Andaaz’s content was primarily aimed towards a female audience, which may confuse male customers.
The content audit identified that Andaaz posted purchase-related content. Causing them to skip over the awareness and consideration stages of the customer journey.
Upon project commencement, I completed a content audit, provided new KPIs, created a content strategy statement, identified the male customer journey, provided a messaging framework, and introduced content pillars to align the business’s content.
To help organise content, I provided a content calendar which showcased different cultural events, new seasonal clothing and sale seasons.
In order to build Andaaz Fashion’s content strategy, I recommended a variety of content suitable for social media platforms and the web.
I also created 1 mock-up carousel post that consisted of informational content. By including different areas of the customer journey, Andaaz Fashion can upload a breadth of content tailored to different audiences.
