Client: Josie Maran
Services: Brand strategy, community insight integration, organic social strategy, creative and media optimization
Overview and Challenges:
Josie Maran, a clean and sustainable beauty brand, underwent a brand refresh in March 2024 to sharpen its focus on sustainability and clean ingredients. As the brand evolved its positioning to appeal to a broader audience, it faced a familiar challenge: how to modernize and grow without alienating its loyal customer base.
To support this evolution, Josie Maran partnered with January Consulting to develop a strategy that preserved the brand’s core values while expanding relevance and reach across new and existing audiences.
Goals:
- Evolve brand positioning while maintaining trust with loyal customers.
- Leverage community insights to inform creative and media strategy.
- Increase engagement and visibility across organic social channels.
- Drive sustained growth with content that resonates across audiences.
Our Work:
January Consulting partnered closely with the Josie Maran team to translate audience insights into a refreshed creative and media approach. Key initiatives included:
- Community-Led Insight Gathering: Actively monitored and analyzed community feedback across owned and external platforms to inform brand evolution and messaging decisions.
- Creative and Content Strategy Refresh: Reimagined the brand’s content ecosystem to balance aspirational storytelling with authentic, lo-fi formats optimized for modern social platforms.
- Organic Social Optimization: Prioritized organic social as a key engagement driver, with a focus on TikTok to amplify brand storytelling, experimentation, and creator-driven content.
- Integrated Media Approach: Aligned creative, influencer content, and media placements to ensure consistent messaging across touchpoints while supporting both retention and acquisition goals.
Results and Business Impact:
The refreshed strategy successfully unified Josie Maran’s loyal customer base with new audiences, driving meaningful engagement and sustained momentum across social channels.
- 4.75% TikTok engagement rate in Q4.
- 101% growth in TikTok video views in Q4 vs. Q3.
- 10% increase in views per video month-over-month in January 2025.
