diana luong

Marketer | Product Marketing × Growth x Brand Strategy | Driving Revenue in DTC, E-commerce & B2B

Black History Month Collection GTM

Strategic Objectives & KPIs

  • Primary Goal: Build in-store brand equity, drive foot traffic, and deliver tangible CSR impact while attracting new, younger demographics to retail locations through authentic storytelling
  • Revenue Target: Achieve a projected sell-through rate that surpasses previous seasonal capsules by leveraging exclusive, limited-edition Black artist designed t-shirts.
  • Key Performance Indicators:
    • Acquisition: New customer acquisition rates and increased foot traffic during the month of February.
    • Engagement: In-store conversion rates, endcap engagement, and shared social impressions featuring the artist’s designs.
    • Impact: Total donations facilitated via retail loyalty program or register round-up.

II. Audience & Messaging

  • Target Personas:
    • Conscious Curators (Millennials): Value transparency, structural community investment, and supporting Black-owned/Black-led art; reached via retail app push notifications, Instagram, and authentic storytelling.
    • Impactful Innovators (Gen Z): Highly value genuine diversity and anti-performative retail activations; reached via TikTok, experiential in-store displays, and interactive QR codes.
  • Core Messaging Pillars:
    • Heritage & Visibility: Celebrating Black culture and history through the unfiltered lens of an authentic Black artist.
    • Impactful Purchase: Highlighting that every purchase directly amplifies independent Black art and funds community empowerment.
    • Expression Without Limits: Accessible, premium-quality graphic t-shirts as a canvas for uncompromised personal style, confidence, and identity.

III. Execution Channels (Wholesaler-to-Retailer Activation)

Artist Amplification: Coordinated social media takeovers and joint posts featuring the artist, our manufacturing story, and your retail brand to maximize organic reach.

In-Store & Digital Experience:

Co-Branded Endcaps & POP Displays: Premium in-store signage featuring a bio of the collaborating Black artist and a QR code linking to a digital “Behind the Design” mini-documentary.

Point-of-Sale Loyalty Integration: A custom checkout prompt allowing your rewards members to “Turn Your Points Into Progress” by donating loyalty points or rounding up for the community fund.

E-Commerce Integration: A dedicated landing page on your retail website featuring the capsule SKUs, artist spotlight, and impact metrics.

CRM & Lifecycle (Joint Marketing):

Email: Jointly coordinated February 1st/2nd kickoff newsletter focusing on the artist’s vision and the exclusive retail drop.

Mobile: App push notifications and SMS geo-targeted to drive traffic to physical store locations during the launch weekend.

Organic & Paid Social:

Content Mix: 80% UGC-focused storytelling on TikTok. We will supply your marketing team with raw content from the artist’s studio, as well as assets from Black fashion creators styling the t-shirts.