Frank Zhang
Jessica Alba gave birth to her first Child
2008
2011
After years of finding business partners, the company was founded
2015
a new round of funding of $100 million VC and
acquired Alt12 Apps
Timeline
Target Audience
Key words: Effective, Eco-friendly, safe, healthy, creative, family, children, home, Moms, E-commerce.
The target audience of The Honest Company started from simply “ young moms”. Later on, it has been developed as: a new mom from a middle to upper middle class family, aged between 20-30, which just hit the millennial generation, with good education background, cares about eco-friendly lifestyle and has strong health awareness looking for reliable household daily products in an efficient solution.
The customer Journey
Awareness
1
3
2
4
1. Display AD
2. Email
3. Display AD
4. Imagery
Consideration
1
2
3
4
1. Honest.com
2. Twitter
3. Twitter
4. Twitter
Interaction
1
3
2
1. Instagram
2. Pinterest
3. Email
4. YouTube
4
Loyalty
1
2
Twitter Comments & Discussions
Advocacy
#HonestMoments
Pain Points Demographics Behaviors Interests Aspirations Digital Behaviors
Audience Audit
Consumers not fully understand the products
Baby wipes with potential mold contamination
Designs on products other than diapers
20-30 yr old
Moms
From middle to upper middle class families with strong health awareness and are familiar with online shopping.
Cares about eco-friendly products, green companies
Spends time online for better options
Cares about not only the functions but also the appearance of the products
Technology surrounded
Fitness
Work out
Smartphone and devices involved activities
Shopping
Home decor
Great value products
Travels and trips
Social Media Influencers
Successful Moms
Be new, active, and stylish Moms
Communications with peer groups on multiple social media platforms like IG, FB, Twit, YT, P.
Mobile device prefered.
Online orders for desired items
Content Ideation
The Honest Company has been doing well on digital contents through multiple channel. In order to enhance based on current media exposure level and the problems caught public attentions, some improvements can applied.
Create short and simple video lessons - Consideration Stage
Hold design rewarding event - Loyalty to Advocacy Stage
Create a shopping holiday - It’s good for all stages
The idea is to be more transparent to the customer, educating them not only the functions and effects, but also what these products are made of. Therefore, the doubts about ingredients and worries about safety can be relieved. The videos shall not exceeds 10sec and should be majorly visual demonstration not vocal explanation. This will also correspond to “tips” series of campaign. Then have them distribute through several media channels.
The Honest Company’s core product is baby diaper and this is where they put the most effort on. The cool designs of the diapers perfectly satisfied the need of fashion and appearance of young moms. The posts of creative diapers usually have three times attention a normal post does. Therefore, the idea is the apply the enthusiasms of the customers to participate in designing their own stylish diapers as a competition and a winner’s reward. This activity can increase the engagement level from pure purchase experience to production experience. It not only helps affirming loyal customers, but also good for bringing in new customers to engage.
Several years ago, the biggest Chinese E-commerce site created the “double eleven” holiday for shopping on every 11.11 of the year. The site will have superdeals in only that 24 hours. In 2016.11.11, the revenue of that day on that platform is 120.7billion RMB (20 billion USD). Amazon prime day applied the same idea this summer. Instead of having deals off with other companies including the competitors together during Thanksgiving or Christmas, it could be different for having your own deal day. This activity can give current and potential customers an expectation, and eventually making it a celebrating holiday of shopping.
Reflection
On the scale of 1-5, I would say 4. The Honest Company manages really good contents that suits its brand. With different allocation of digital contents based on different functions and customer journey stages, it can be considered as systematic and consistent. The one point deducted is due to the relatively inactive responding effort. Through many posts I read along, active replies and comments were not very many. However, an interesting thing is that I feel like their facebook page has less attention from the public but more maintenance and response to comments than their main portal the instagram account. These two issues are actually mutually connected. If the company can adjust that, it would largely perfectize the whole campaign system.
Overall, I like their products and service, especially the DIY option on bundle choices. And the company is taking social responsibilities as the have Honest to Goodness program. Even though the company has been through public opinions, I can feel the company is trying to bring good to life and to be authentic. So when I am in need, I will purchase its products and possibly recommend to my friends.