Project | Kakataibo Web and Marketing Campaign
Kakataibo is the name of an ethnic group located in the Peruvian Amazon, which is part of the department of Ucayali, where a group of women artisans create beautiful products made of mud, vegetable dye, and cultural designs.
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The Challenge
The Kakataibo community doesn't have enough exposure outside their communities to be able to sell and make some revenue. Our goal is to create and promote an e-commerce website where they can educate and promote the Kakataibo culture, its beautiful products, and how ways customers can make a positive impact on indigenous communities.
My role:
- Graphic and Visual Designer
- User Experience Designer
- Researcher
Target Audience:
Our target audience has two different profiles. The first one refers to people who tend to participate in social projects and volunteering activities, which match the volunteering activities we offer on the Kakataibo website. Let’s meet Leslie:
The second one refers to a person who also likes to participate in volunteering activities but, at the same time, loves to buy local products. Let’s meet Florencia:
What is our marketing campaign and its purpose?
Our marketing campaign is called “We are all Kakataibo”, and its main purpose is to create a closed-relationship between customers and Kakataibo culture. Meaning, engage customers both to purchase artisan products and also provide them with the opportunity to be change agents and make a positive social impact through purchases for Kakataibo communities.
What channels will we be using for this campaign?:
- Direct response: We would like to make direct communication with companies, and non-profit organizations to make partnerships and network with them. That way, we could share with them the Kakataibo catalogue and the ways their employers can volunteer with us and make a social impact on indigenous communities.
- Online Advertisement: using the following social media platforms: LinkedIn, Instagram and Facebook.
- LinkedIn will help us to make networks and partnerships with companies and NGOs related to indigenous communities around the world.
- Instagram will help us increase purchases through craft fairs.
- Facebook will help us increase awareness of our social enterprise and promotion of indigenous cultures.
What Tactis will we be using?
- Online Advertisement: We will use ads on LinkedIn, Facebook, and Instagram to reach our target audiences.
- Direct response: We will use e-mail marketing to reach companies and non-profit organizations.
What KPIs will we be using?
Online Advertisement:
LinkedIn:
- Companies: Reach 20 companies organically during the first 3 months.
- Visitors: Get 70 visitors on the website through the first 2 months.
- Conversions: Get around 10/15 donations or contributions from these companies during the first 3 months. Get around 2 to 3 volunteer members.
Facebook:
- Visitors: Reach 100 organic visitors to the website during the first 2 months.
- Views: Get 50 organic visitors in total on any of the following pages Home, Products, About Us and Contribute the first month.
- Conversions: Get 20 donations and 10 new volunteer members during the first 3 months.
Instagram:
- Visitors: Reach 70 organic visitors to the website during the first 2 months.
- Views: Get 30 organic visitors in total on any of the following pages Home, Products, About Us and Contribute the first month.
- Conversions: Get 10 donations and 6 new volunteer members during the first three months.
Direct response:
E-mail Marketing:
- Companies: Reach 40 companies organically during the first 3 months.
- Visitors: Get 30 visitors on the website through the first 2 months.
- Conversions: Get around 25 donations or contributions from companies and visitors. Get around 8 volunteer members during the first 3 months.
Ecommerce Website Site Map
We decided to make a sitemap on Figma, just to have a clear idea of what we were going to need in terms of design and content.
Website Mockups
Check the full website here (password: thampa)
The team:
- Maria Claudia Peñaranda (Research and Project Manager)
- Arisa Onchi Suguimitzu (Research and User and Visual Designer)