SMC X TITIKA

Overview:

TITIKA is a Toronto-based athleisure wear brand that designs luxurious, technologically advanced fabrics for all-situation wear. TITIKA strives to redefine activewear with smart, stylish and functional designs to live a versatile and active life. Their activewear lets you easily transition from a yoga session to a boardroom or night out. The client project was led by director Ariane Guyonnet and supported by consultants Anna Cumming, Salonee Singh, Ella Lane, and Ariz Babul.

The problem:

TITIKA came to us seeking a new social media strategy to increase their engagement on their social media platforms, primarily Instagram. The brand has a strong presence on Instagram and Facebook, but its posts were not delivering a return on investment. With the aspiration of increasing engagement and user interaction, TITIKA was also looking to drive these users onto their website to increase website traffic and email sign-ups. Ultimately, the ask focused on designing a social media strategy looking at campaigns that would drive consumers to their website.

The solution:

Our team's first task was conducting a competitor analysis focusing on direct, indirect and best-in-class competitors. As we narrowed our research, we identified more direct competitors to identify their social media presence by looking at their aesthetic, fonts, photos and overall communication techniques (i.e. how they promote sales, foster partnerships, promote events, etc.). We then benchmarked TITIKA against this research and identified key recommendations to create a data-driven social media strategy, identifying which platform was most popular for their target market and how they should approach their new content. It became clear that its brand identity was lacking, so we developed a brand guide for TITIKA to reference when planning its monthly content.