HIKI, a newly launched genderless full physique sweat model, was set to disclose their DTC model in March 2020, when the COVID-19 pandemic was in full swing. Regardless of the pandemic, HIKI determined to push ahead with the launch by shifting its social media advertising and marketing launch technique to swimsuit the occasions we had been dwelling in. However how did they handle to take action?

Learn on for a behind-the-scenes have a look at how HIKI shifted their social media advertising and marketing technique for a COVID-19 period and the way they leaned on their group to co-create their merchandise. You may hear instantly from Tinah Ogalo, Social Media Coordinator at HIKI, and you will be taught:

  • The place to seek out inspiration for creating social media content material for a Gen-Z/millennial viewers
  • Find out how to leverage your group to tell your advertising and marketing technique (and to create TikTok content material)
  • Find out how to plan for a profitable new model or product launch on social media
  • Find out how to keep updated on social media traits and updates

This publish is a part of the #BufferBrandSpotlight, a Buffer Social Media collection that shines a highlight on the individuals which might be serving to construct exceptional manufacturers by way of social media, group constructing, content material creation, and model storytelling.

This collection was born on Instagram tales, which implies you’ll be able to watch the unique interview in our Highlights discovered on our @buffer Instagram profile.


Who’re you?

Hello, I am Tina w/ an H. I’m the social media coordinator for arfa, a brand new shopper items model home specialising in private care merchandise. We co-create each product with actual individuals from everywhere in the nation (we name them the arfa Collective) as a result of we imagine individuals ought to have a say in what they placed on their our bodies. And in return, we make them stakeholders within the enterprise and provides them 5% of earnings. We at present have two manufacturers that we launched this summer time: HIKI, a genderless full physique sweat line, and State Of, a skincare and sweetness line for menopausal girls.

The place do you discover inspiration for HIKI’s social media content material?

Our HIKI viewers is predominantly Gen-Z / millennials, so I look to platforms and subjects that these demos are at present responding to most, like popular culture, TikTok, Giphy, and my Instagram discover web page. I additionally am so impressed by our group’s posts about HIKI. They created the model with us and so they’re so invested in its success, so after they publish content material to their socials about our merchandise, I’m all the time re-posting or developing with inventive methods to showcase their content material.

Our HIKI viewers is predominantly Gen-Z /millennials, so I look to platforms and subjects that these demos are at present responding to most.

One instance was the ‘Put a Finger Down’ problem on TikTok. We noticed that this was an effective way to interact with our group so we created our personal model to indicate them and others that sweating is completely regular. We had our Collective members, Noelle and Gabe take part within the problem. Enjoyable Truth – that’s our UX Designer, Ian’s, voice. We thought a British accent could be a pleasant added contact LOL.

Each morning I test to see what posts I’ve bought lined up for the day, after which I’m going by way of all of our notifications that I could have missed from the night time earlier than. For the remainder of the day, I’m engaged on the content material calendar that’s two weeks out, looking for the most recent traits, leveraging viewers insights, making inventive briefs for property I wish to incorporate into the feed, and dealing carefully with our designers to create customized content material for every platform.

HIKI was launched in March 2020, when the COVID-19 pandemic was in full swing. How did HIKI shift its advertising and marketing launch technique to swimsuit the occasions we had been dwelling in?

I joined in June, so I wasn’t at arfa for the preliminary launch, however the workforce did a tremendous job. They’d all of those plans for launch, then when COVID hit, individuals’s lives and priorities shifted after all, as a enterprise ours did as properly. It felt counter-intuitive to what we had been attempting to construct – merchandise and types that put individuals first – to launch for-profit as if the world hadn’t modified. We additionally realized sourcing provides was an enormous drawback for lots of oldsters, so we determined to as a substitute give away all the merchandise we had able to promote and ship to healthcare personnel, important employees, and first responders—we ended up gifting away 20,000 merchandise, and I’m so happy with that.

It felt counter-intuitive to what we had been attempting to construct – merchandise and types that put individuals first – to launch for-profit as if the world hadn’t modified.

It additionally helped us so much after we formally launched on the market in July, as a result of we had about 300 evaluations on the positioning and had already gotten some wonderful suggestions from clients that I may use on social. Past that, we actually leaned on our Collective, the individuals from everywhere in the nation we constructed the model with, and micro and nano influencers to get as a lot vibrant and enjoyable content material as attainable to push on our natural and paid channels to unfold consciousness. And it labored! The response to our branding on social accounts has been overwhelmingly optimistic.

Launches are all the time hectic (however so enjoyable!), so it’s vital to do as a lot heavy lifting beforehand so you’ll be able to sit again on launch day and benefit from the present. Construct up your asset arsenal so you will have numerous social content material to select from within the first few weeks, reward 50-100 influencers within the 20K-100K vary to generate buzz, accomplice with like-minded manufacturers on social giveaways to construct up your e-mail checklist, and do numerous analysis on related hashtags. And undoubtedly have no less than a two-week plan so then you’ll be able to breathe.

Construct up your asset arsenal so you will have numerous social content material to select from within the first few weeks, reward 50-100 influencers within the 20K-100K vary to generate buzz, accomplice with like-minded manufacturers on social giveaways to construct up your e-mail checklist.

Our Collective needs us to succeed simply as a lot as we do, getting suggestions from them is all the time nice as a result of it’s so inspiring. Creating partaking tales resembling polls and questions permits us to see what our group likes and would not like. Proper now we all know that they’re huge followers of product pictures and memes. They inform us how they incorporate HIKI into their lives and in flip, helps us share with our group totally different HIKI Hacks.

Creating partaking tales resembling polls and questions permits us to see what our group likes and would not like.

HIKI’s Co-ounders with The Collective members

Be energetic and pay attention! Verify all through the day that you simply’ve answered everybody, pinned tweets, preferred feedback. Even on the weekends, I test on our web page within the morning, noon, and night. It’s so vital to us that our social account looks like an individual(as a result of it’s! It’s me! :)) and all of us are partaking with our feeds recurrently, so the identical ought to go for HIKI.

I’m all the time on the platforms, taking a look at what fascinating new manufacturers are doing and what’s trending. (Aspect be aware: I LIVE for TikTok traits). I additionally take heed to podcasts and skim social media blogs, like Homemade Social, to remain within the know.

What’s your favourite HIKI product and why?

I like all of our youngsters equally, but when I HAD to select, I’d say the Body Powder as a result of it smells wonderful, is talc-free, and rubs into my pores and skin seamlessly. Moreover placing some on my decrease again to combat my day by day again sweat, I additionally use it as a setting powder.


We hope this interview with Tina w/ an H helps you get began with or double down in your social media efforts. You may comply with her journey on Instagram here!

Have any questions for Tinah? Be at liberty to answer along with your inquiries to the Twitter publish beneath and Tinah or somebody from the Buffer workforce will get to them as quickly as attainable.