Ethique

Overview

Ethique is a pioneering beauty brand renowned for its zero-waste, vegan, and 100% compostable packaging. Joining the team in mid-2017, I served as a Digital Marketer and Content Creator, playing a pivotal role in expanding Ethique’s presence from a national to an international brand.

Marketing Goals

The primary objectives were to:

• Increase Brand Awareness: Elevate Ethique’s profile in both domestic and international markets.

• Drive Sales: Boost revenue through targeted marketing strategies.

• Promote Eco-Friendly Messaging: Highlight Ethique’s commitment to sustainability.

• Build an Online Community: Engage consumers who resonate with Ethique’s mission.

To achieve these goals, I shifted the marketing strategy from a traditional product-centric approach to a purpose-driven narrative, emphasising the brand’s core mission and the founder’s inspiring journey.

Strategic Approach

1. Content Creation and Strategy:

• Organic Content: Developed engaging content that resonated with customers’ desire to contribute to environmental sustainability by reducing plastic waste.

• Founder Storytelling: Leveraged the compelling narrative of founder Brianne West to humanise the brand and connect authentically with the audience.

2. Multichannel Marketing:

• Digital Platforms: Utilised social media, videos, and blogs to disseminate content and engage with the audience.

• Email Marketing: Implemented effective EDM campaigns to nurture customer relationships and drive conversions.

• Paid Advertising: Executed targeted ad campaigns to reach broader audiences and increase sales.

3. Collaborations and Partnerships:

• PR Firms and Influencers: Partnered with New Zealand and New York-based PR firms and influencers, capitalising on influencer marketing strategies that were emerging at the time.

• International Expansion: Supported the brand’s entry into new markets, including the United States and Australia.

4. Creative Production:

• Photoshoots: Produced and directed a photoshoot with models, creating vibrant, engaging images that were used for product photography, social media content, and website visuals.

• Product Photography: Captured high-quality images that showcased Ethique’s products in a way that aligned with their sustainable and ethical values, used across social media, ads, and other marketing materials.

• Design Work: Designed social media graphics, email templates, and web banners to maintain a consistent brand image.

Results

• Crowdfunding Success: Spearheaded a crowdfunding campaign that raised NZ$500,000 in just 90 minutes, surpassing the initial goal and demonstrating strong investor confidence. (idealog.co.nz)

• Revenue Growth: Contributed to a 350% revenue increase, achieving nearly NZ$1 million in sales within a year. (ecommercenews.co.nz)

• Market Expansion: Facilitated Ethique’s entry into international markets, notably the United States, following significant interest, including endorsements from celebrities like Britney Spears and Ashton Kutcher. (ecommercenews.co.nz)

• Brand Recognition: Enhanced brand visibility, leading to partnerships with major retailers and a growing loyal customer base.

Key Takeaways

My tenure at Ethique underscored the impact of aligning marketing strategies with a brand’s core mission. By focusing on authentic storytelling, leveraging emerging marketing channels, and emphasising sustainability, we transformed Ethique into a globally recognised leader in the eco-friendly beauty industry.

Additionally, my work in creative production, including photoshoots and product photography, ensured the brand presented itself in a visually compelling way that connected with both the purpose-driven and aesthetic aspirations of its audience.