Agbobly
Developing and Implementing a Lifestyle Based Marketing Campaign
2023
As the Product and Marketing Developer for this brand, I was tasked with creating and implementing a marketing strategy to increase audience reach, increase customer retention and grow their social media following.

Outcomes:

  • Marketing Strategy
  • Social Media Posts
  • Marketing Emails
About The Brand
Agbobly is a Brooklyn based unisex label founded during the height of the pandemic in 2020. Their goal is to highlight Black, queer and immigrant narratives and their cultural
contributions through a global-focused lens. Their brand is rooted in uplifting communities through storytelling and the centering of West African hand craft, which is infused within their
custom made-to-order design approach. This model has allowed them to eliminate the possibility of excess in production.
The Consumer Problem
The pandemic created a workforce that wants to act on their new found leisure time as well as gain new social experiences. Actively fitting in activities into their schedules. This ties into Treat-Yourself culture as Gen Z are often indulging in life's simple pleasures.

Examples: Spa treatments, golf, afternoon tea, exercise, etc...
The Solution:
  1. Define the lifestyle we are selling
  2. Create a captivating brand story
  3. Develop brand activations and events
  4. Create authentic content
  5. Be present and engage on social media platforms

Marketing Strategy

This marketing strategy focuses on building Agbobly's presence as a Fashion brand. By building the relationship with its community and forming bonds with its supporters, it will ensure customer retention.

While hosting community building events and workshops, this will show its audience that Agbobly wants to foster a genuine connection with the people that support their ethos and message as a brand. Especially in a time where people are looking to find community and support brands that uphold their values and continue to show authenticity.
Goals
  1. Increase social media customer base
  2. Develop brand loyalty and retain it
  3. Develop consistent marketing and social media strategy
Social Media Content
These are social media posts I created an edited for the brand. The main goal of these posts were to show their customer base the behind the scenes of and day to day life of the designer. Thus allowing an authentic relationship between the brand and their audience to develop.
Results Within 2 Months
  1. 10K Followers Gained on Instagram
  2. 3K views gained on TikTok
  3. BTS documented for archive

Market Research

Target Market and Consumer Forecast 2024-2025
Age: 20 - 45
Class: Middle to Upper class


Occupations: Students, within fashion industry, office jobs


Interests: Fashion, statement pieces, meaningful items, African fashion, African culture


Lifestyle: Like to indulge and participate in leisure activities/ have fun and be spontaneous and gather for parties and celebrations


Location: New York, USA, International (first focus Africa)

CUSTOMER FOCUS: The Memory Makers: as they leave the pandemic in the past, they are focused on de-cluttering their lives and creating new memories to make up for lost time. They are now looking for ways to age well and increase their life spans to continue making these new memories.
SWOT Analysis
  • Strengths
  • Use of sustainable and dead stock fabrics and yarns
  • High stock of dead stock fabrics and yarns
  • Handmade garments
  • Culturally unique concepts and designs
  • Less quantity makes it more unique
  • Weaknesses
  • Low quantity produced
  • Low group of website clicks to purchase
  • No products on the website
  • Low customer retention
  • Small brand presence
  • Consistent social media posting
  • Opportunites
  • To enter the African fashion market
  • Advertise Agbobly as a lifestyle rather than a clothing brand
  • Show the customer base that the brand cares
  • Provide items that show accessibility
  • Increase customer base
  • Develop brand loyalty and retention
  • Brand/celebrity collaborations
  • Provide personalized products
  • Threats
  • Increase in domestic and international competition
  • Production difficulties
  • Quick change in trends
  • Technological and equipment difficulties
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© Chiedza Kaseke 2025