Overview: In the GOAT Vintage project, I led and executed several marketing strategies aimed at increasing brand awareness, driving online engagement, and expanding partnerships within the sustainable fashion sector. GOAT Vintage is a leader in circular fashion, focusing on the reuse and redesign of vintage clothing. Through my marketing efforts, GOAT Vintage achieved significant growth and recognition in the highly competitive eco-fashion market.

Digital Marketing and Social Media Strategy:

• Successfully shifted GOAT Vintage’s social media focus to platforms more popular with the target audience (Gen Z), such as Instagram and TikTok. By regularly posting engaging content, the brand saw a significant increase in interaction rates, with Instagram Reels performing 55% better than traditional posts.
• Increased brand exposure through collaborations with influencers, successfully attracting more environmentally-conscious consumers and boosting engagement on key platforms.

SEO and Google Ads Optimization:

• Implemented a targeted SEO strategy focusing on high-conversion keywords such as “reworked” and “streetwear,” significantly improving GOAT Vintage’s online visibility.
• Used Google Ads (PPC) to drive more traffic to the brand’s online store, successfully increasing website visits and conversion rates.

Partnerships and Expansion:

• Expanded partnerships with sustainable retailers like TJX, Pacsun, and Simons, enhancing GOAT Vintage’s influence in the North American market and boosting its credibility in the sustainable fashion industry.
• Actively explored potential collaborations with other eco-friendly brands and organizations, further strengthening the brand’s positioning in sustainability.

Content Strategy and Product Promotion:

• Developed a content strategy focused on best-selling products, promoting popular items such as vintage hoodies and reworked gym bags to boost sales.
• Shaped the brand narrative to highlight the uniqueness of GOAT Vintage’s 100% recycled and redesigned products, reinforcing its sustainable commitment and attracting eco-conscious consumers.

Sustainability Advocacy and Brand Building:

• Positioned GOAT Vintage as a leader in sustainable fashion by advocating for circular economy principles, participating in sustainability forums, and promoting the brand’s eco-friendly production processes.
• Enhanced the brand’s storytelling by educating consumers on the environmental benefits of reuse and how GOAT Vintage aligns with their values.

Key Results:

• Achieved higher engagement rates on Instagram and TikTok, driving more traffic to GOAT Vintage’s website.
• Strengthened relationships with key retail partners, expanding the brand’s influence in the market.
• Increased online visibility and sales through data-driven SEO and Google Ads strategies.
• Solidified GOAT Vintage’s leadership in the sustainable fashion industry, attracting more eco-conscious consumers and retail partners.