Social Media & Marketing Campaign for Fashion Tech Startup

Overview


Sundaze is a pioneering fashion tech startup in California dedicated to creating innovative, sustainable solutions for period pain. Their flagship product—actively heated shorts—embodies a blend of sleek design, technology, and social impact. Recognizing a shared background as UC San Diego alumni and a passion for socially responsible fashion tech, my agency, XWHYZ, partnered with Sundaze to craft a comprehensive social media and marketing campaign that would elevate their brand presence and engage their target audience.

Challenges & Objectives

• Brand Positioning: As a nascent startup in the fashion tech space, Sundaze needed to establish a strong, relatable brand identity that communicated both innovation and empathy towards those experiencing menstrual pain.

• Market Engagement: With limited social media presence, the goal was to create engaging content that resonates with their audience, drives conversation, and promotes their mission of health equity and sustainability.

• Strategic Campaign Development: Develop a targeted marketing strategy that not only highlights the product’s unique features but also aligns with the company’s commitment to responsible manufacturing and community engagement.

Approach & Contributions

Working under contract with Sundaze, XWHYZ provided end-to-end design and strategy services:

1. Research & Analysis:

   • Conducted a SWOT analysis and competitive analysis to understand market positioning and opportunities.

   • Performed primary and secondary interviews, and developed key personas to guide audience-centric design decisions.
     
     

2. Social Media Strategy Development:

   • Analyzed Sundaze’s existing social media feed, engagement analytics, and developed a cohesive feed moodboard reflective of their brand values.

   • Created a 9-post feed starter complete with curated visuals and compelling captions to establish a consistent brand voice.

   • Designed a posting schedule and provided a consulting write-up outlining best practices (“Do’s and Don’ts”) for sustained social engagement.
     
     

3. Marketing Campaign Execution:

   • Crafted a narrative title and storyline that encapsulated Sundaze’s mission, vision, and unique value proposition in the crowded fashion tech market.

   • Developed a targeted advertisement adaptable across multiple platforms (Instagram, Facebook, TikTok), ensuring visual consistency and strategic messaging for maximum reach.

   • Provided a detailed content posting guide, including frameworks and templates, to streamline future content creation.

   • Produced an animated title/closing sequence to enhance video content, adding a dynamic and professional touch to marketing materials.

Outcomes & Impact

• Brand Establishment: The comprehensive social media strategy and targeted marketing campaign positioned Sundaze as a forward-thinking, compassionate brand in the fashion tech space.

• Enhanced Engagement: The visually cohesive feed and strategic posting schedule increased audience interaction, fostering a community around the brand’s mission.

• Market Readiness: By laying a robust foundation through detailed research, strategic planning, and creative execution, Sundaze was equipped to engage with their audience effectively and scale their marketing efforts.

• Social Impact Alignment: The campaign underscored Sundaze’s commitment to social responsibility, resonating with consumers who value ethical and sustainable practices.

Reflection


Collaborating with Sundaze allowed me to merge my expertise in design strategy with my passion for socially impactful innovation. By guiding a startup through the intricacies of brand development and digital marketing in the fashion tech realm, I contributed to their growth and mission to transform period care.

This project exemplifies how empathetic design and strategic storytelling can drive engagement, build community, and create lasting social impact.