FOB Lifestyle & Apparel
Class: 2013 Winter Accelerator
FOB ("fresh off the boat") is often used as a term to mock migrants -- but to us, FOB is about adapting to change while holding on to your roots. FOB is an urban-alternative street apparel brand inspired by immigration and of being an outsider. Co-founded by starving artists hungry for social change, FOB sells apparel and in doing so, provokes cultural perceptions within communities of diasporas. Drawn from our own Southeast Asian roots where war and genocide has left a cultural black hole, FOB aims to ignite a sense of pride, promise, and empowerment one t-shirt at a time.
So Social | Brand Identity + Calendar
FOB recently had our Facebook page name changed from F.O.B's Clothing Line to FOB Lifestyle & Apparel. An ongoing ordeal that many brands face with miscommunication, rebranding and brand identity.
The updated 2009 name had its time, but now under our new and refreshing title we can begin to execute our strategic social marketing.
Since then, last Monday, FOB has gain 30+ fans, all new followers and potential costumers! A big argument is the relationship to "likes" and customers . It doesn't seem to equate one another at times. More of one thing (social visibility) doesn't mean more for the other (sales).
It's driven more by "fan engagement" as opposed to sales. And we are assuming engagement leads to potential sales -- Here's a chart of recent fan activity.
Here is a rough example of a weekly social media calendar.
Based around peak times of acticity. However it all depends on our audience and content. FOB is going to test these times and see how engaging our "fans and followers" are -- and if we can lead them to, and spark interest in our brand which funnels to sales of our products and offerings.
- Ricky & Sopheak
@fobapparel #fobapparel #foblog