HOMER Blog Strategy and Micro-Influencer Development
Background: In 2017, HOMER, an early literacy startup for kids merged with Speakaboos, a complimentary storybook app. My team was charged with rebranding the new HOMER, understanding our target personas, and constructing a brand strategy framework that increased organic growth.
While HOMER users were children, HOMER moms were our target market. We knew if we didn’t fulfill their needs, they would not be interested in using our product with their children. We conducted qualitative and quantitative research to further understand our key consumer segments and used that knowledge to create a whole content and brand strategy for the new HOMER.
Part of our goal to build brand affinity and connect with key partners and moms was leveraging the HOMER blog and using the blog as a place to establish credibility, share helpful resources, and be a place for moms to share stories and learn great tips from our experts.
I spearheaded the new blog design, strategy and content planning and also orchestrated a consistent content publishing schedule with brand guidelines to ensure maximum effectiveness.
We included an email capture as well as recruited mom ambassadors to guest post with us, be a part of our community, earn rewards, and, in return, refer our product and share their posts and authentic thoughts about our product with their own following.
Furthermore, we were able to use the blog to host activations and even leverage key partnerships with companies such as Huffington Post, Brightly, and others to expand our reach and also establish credibility.