THE PURA VIDA MEN'S LINE - ANALYSIS AND STRATEGY DEVELOPMENT
In reasearching the brand Pura Vida, with a specific focus on their new Men's line, it has become evident that this segment is not experiencing the most optimal engagement possible, especially when compared to the brand as a whole.
To address this issue, I have created an extensive strategy which has been formulated to enhance the visibility and appeal of the Men's Collection.
By tailoring the social media and advertising strategy to the unique characteristics and specific interests of the true target audience, Pura Vida can significantly boost engagement with the Men's line, ultimately driving brand awareness, loyalty and sales in this segment.
​
My roles: Social Strategist, Art Director, Photographer, Videographer and Video Editor.
This project was created using Adobe Illustrator, Adobe Photoshop, Adobe Premiere, and Adobe InDesign.
BRAND OVERVIEW
Pura Vida was established in 2010 in Southern California by recent college grads Griffin Thall and Paul Goodman.
They took a trip to Costa Rica where they met artisans Jorge and Joaquin, fell in love with their bracelets, and brought over 400 back to the U.S. which all sold within a few days.
​
This is when Griffin and Paul developed the idea of a brand which captures Costa Rica's unique culture through the name "Pura Vida" or "Pure Life."
PROBLEM #1: POVERTY​
​
Our audience expresses a deep concern regarding poverty and aims to provide support.
​
SOLUTION #1: WORKING WITH ARTISANS
​
We are actively creating sustainable employment opportunities within artisan communities in San Salvador (El Salvador), Dongguan (China), New Delhi (India) and Gurugram (India).
​
PROBLEM #2: THE RISE OF CHARITY WORK
​
Our audience members are eager to contribute to charitable causes and non-profit organizations.
​
SOLUTION #2: GIVING BACK TO CHARITIES
​
We have established collaborations with more than 200 charitable organizations, contributing over $4 million in donations. Additionally, we have planted 32,500 trees, offset 5.1 million pounds of carbon emissions, and donated more than $447,000 to support disaster relief efforts.
​
PROBLEM #3: UNSUSTAINABLE BUSINESS PRACTICE
​
Our audience is deeply invested in the well-being and sustainability of the planet.
​
SOLUTION #3: HELPING PROTECT OUR PLANET
​
We have collaborated with organizations such as the Surfrider Foundation, One Tree Planted, and the World Wildlife Fund, among others, to actively contribute to the protection and conservation of our planet. Our commitment extends to offsetting 100% of our carbon emissions resulting from shipping, implementing enhanced recycling and waste reduction initiatives at our headquarters, and introducing an eco-conscious shipping option at checkout, which is both plastic-free and carbon-neutral.
THE BRAND MISSION STATEMENT:
​
At Pura Vida, we are commited to creating quality, handcrafted products with the purposes of providing sustainable employment to artisan communities, giving back to charities, and helping protect our planet.
WHAT WE OFFER:
Pura Vida is a direct-to-consumer brand that specializes in sustainable and trendy jewelry, clothing, and stickers. We provide a wide range of options designed to encourage customers to express themselves through the items they wear.
UNIQUE VALUE PROPOSITION:
At Pura Vida, we prioritize our artisans. From San Diego to Central America and beyond, we are committed to creating a global community of artists that are dedicated to spreading the “Pura Vida” lifestyle and impacting positive change in our society and on our planet.
BRAND TONE AND VOICE:
The voice of Pura Vida is fun, inclusive, and optimistic. Our tone is friendly and approachable, enthusiastic about sustainability, and aiming to empower our customers to give back.
CORE VALUES:
Sustainability, Support, Collaboration, Community, Craftsmanship, and Fair Employment
CURRENT FEMALE PERSONA:
Location: Orlando, FL
​
Occupation: Owner of a clothing resale business
​
Salary: 34K
​
Likes: Traveling to new places, spending time with friends, and keeping up with new trends
​
Motivations: New opportunities to travel, picking up new apparel / accessories, and trendy aesthetics
​
Pain Points: Limited options, low quality jewelry, and expensive accessories
​
What does Pura Vida provide?: A way to express herself and her passion for travel through affordable, fashionable jewelry
Ashlee Bock, 25
The Beach Addict
Energetic, Trendy, Wanderlust
CURRENT MALE PERSONA:
Location: Los Angeles, CA
Occupation: App developer & Influencer
Salary: 120K
Likes: Spending time with loved ones, being active, and traveling
Motivations: New opportunities, personal goals, and role models
Pain Points: Low durability in products, poor user experience, and an overwhelming amount of options to sift through
What does Pura Vida provide?: A way to express himself and his style through fashionable jewelry
Zack Kalter, 28
The Traveler
Stylish, Adventurous, Confident
RESEARCH
When initially investigating Pura Vida's social media accounts, it became apparent that there may be a disconnect between the brand and it's Men's line customers as a result of their advertising strategies. I decided to take a deeper dive into this idea for my research.
RESEARCH OBJECTIVE:
​
To increase awareness about the Pura Vida Men's line.
​
PRIMARY RESEARCH:
Google survey
(Posted on Instagram, and sent directly to target audience October 5-8, 2023)
​
SECONDARY RESEARCH:
​
Studying industry trends
Investigating influencing factors
Competitive market analysis
KEY FINDING #1:
​
There is a gap in Pura Vida's outreach to the male demographic. Therefore, it is important to target our marketing towards a broader male audience.
Of the Men who where familiar with the brand Pura Vida, only 23% knew about the Men's line.
On Pura Vida's Instgram during the launch of the Men's line (8 posts total), <7% of all interested comments were made by men.
KEY FINDING #2:
​
It is apparent that individuals between the ages 18-24 represent a more suitable target demographic. To improve the efficiency of Pura Vida's marketing strategy and establish a stronger connection between the audience and the product, we need to refine our representation of the market accordingly.
Based on the survey, the majority of the individuals interested in the Men's line were 18-24.
The current models representing the Men's line are ages 25-34.
KEY FINDING #3:
​
There is limited engagement within Pura Vida's audience towards the Men's jewelry line. Given the anticipated growth in Men's jewelry sales in the coming years, it is imperative to address this situation in order to align with evolving market trends.
Men's jewelry sales are supposed to increase annually by 19.9%.
Of the 2M followers on FaceBook, only an average of 56 individuals engaged with the five different posts about the Men's line.
KEY FINDING #4:
​
This strategic alignment positions the brand favorably to accommodate the preferences of the male demographic and leverage the future popularity of these specific jewelry items.
Some of the top 2023 trends in men's jewelry include silver bracelets, wrist beads, necklaces, and rings.
The Pura Vida Men's line offers all of these items, and several styles of each.
MAIN TAKEAWAYS:
​
Broaden the reach to the male demographic
Target individuals 18-24 years-old
Improve strategy to reach the proper audience
Create high-quality promotions of our products as they fit the current trends
NEW TARGET AUDIENCE
Jordan, 23
The Skater Boy
Expressive, Hip, Dedicated
​
Occupation: Production Designer
Location: Atlanta, GA
Income: 64K
​
Active times online:
Mon-Fri: Morning and Evening
(9-11am, 4-7pm)
Weekends: Afternoon and Evening
(During shoot break, after 5pm)
Jordan is a production designer in the film industry, based in Atlanta, Georgia. In his free time, Jordan goes to the gym, practices making cocktails, and enjoys long drives blasting his favorite music.
​
Jordan is passionate about street-style fashion and accessories, but is frustrated by the lack of sustainable brands that also offer styles he enjoys since fast fashion is becoming the new fad.
​
He is amused by brands that give back to the community, and is working towards having a collection of jewelry pieces that represent his style and are also eco-friendly.
​
Hopes:
Secure his dream job by 40
Support brands that genuinely care about their customers
​
Worries:
Stress from a busy lifestyle
He won't be taken seriously because of his style
​
Awareness:
New trends in the street-style community
The newest films released
​
Attraction:
New thrills
Security
Freedom of expression
ACTIVE SOCIAL PLATFORMS AND WHY JORDAN USES THEM
INSTAGRAM​:
Post BTS of his projects
Find inspiration for reels
Connect with friends
TIKTOK​:
Entertainment
Find inspiration for content
Post clips of his films
YOUTUBE​:
Inspiration from others
Post videos from his films
Entertainment
PINTEREST​:
Save pins for his aesthetic
Create boards for film inspo
THE STRATEGY
SOCIAL PLATFORM ANALYSIS
INSTAGRAM​:
2.4 Billion users
50.7% Male / 49.3% Female
Benefits: Content variety, reaching Gen Z / Millenials
Downsides: Algorithm changes, short attention span
TIKTOK​:
1 Billion users
40% Male / 60% Female
Benefits: Video content, influencer marketing, high user engagement
Downside: Dependence on algorithm, short term impact
YOUTUBE​:
2.7 Billion users
53.9% Male / 46.1% Female
Benefits: Video content, longer attention span, Ad / Sponsorship opportunities
Downsides: Time consuming, Ad costs, production costs
PINTEREST​:
498 Million users
30.5% Male / 69.5% Female
Benefits: Long term visibility, drives consumers direct to website, community building
Downside: Highly competitive, dependence on visual content
POSSIBLE COLLABORATIONS
Aaron Brimhall
@aaronbhall
​
Instagram: 478K Followers
TikTok: 318.8K Followers
YouTube: 15.4K Subscribers
​
Pura Vida could benefit from Aaron because of his edgy aesthetic which fits the Men's line, and his skills in photography / videography to create attractive product content.
Joshua Winders
@jkwinders
​
Instagram: 116K Followers
​
Pura Vida could benefit from Josh because of his background in photography to capture the personality of the line, and consistency on Instagram to promote the Men's line.
Max Mezo
@max.mezo
​
Instagram: 17.7K Followers
TikTok: 511.1K Followers
​
Pura Vida could benefit from Max because of his large following, constant "viral" videos, and high engagement from his followers.
Wes Tucker
@wesleytucker
​
Instagram: 651K Followers
TikTok: 199.2K Followers
​
Pura Vida could benefit from Wes because of his activeness on Instagram and artistic personality which matches aesthetic of the Men's line.
Vans
@vans
​
Instagram: 16.5M Followers
TikTok: 888.0K Followers
​
Pura Vida could benefit from Vans because they already have a target audience / consistent consumer base of individuals who enjoy a street-style aesthetic.
CAMPAIGN CONCEPT #1 - LIVE FREE
OVERVIEW
​
KEY MESSAGE:
​
When you purchase the Pura Vida Men's Line, you are purchasing an experience.
​
BRIEF:
​
The challenge that we are facing is that our Men's Line is not getting enough engagement. To remedy this, we are going to create a campaign called "Live Free" where we emphasize that when you purchase the Men's Collection, you are purchasing an adventurous experience. We are going to represent this through content of our target audience using our products while they go on a trip or reach a destination.
​
Successful application of this campaign would lead to increased male audience engagement with our brand and an increase in Men's Line sales.
​
TARGET AUDIENCE:
​
Male individuals ages 18-26 who enjoy traveling, creating videos / photos to capture their adventures, and wearing jewelry that represents who they are.
​
TACTICS:
​
YouTube Ad
Instagram Reel
Instagram Story
TikTok Ad
Downtown LA Posters
Miami Bus Stop Ads
Postcards at Pura Vida Stores​​
CAMPAIGN CONCEPT #2 - EXPRESS YOUR STYLE
OVERVIEW
​
KEY MESSAGE:
​
Pura Vida is not just for the beach / surf community, but also for those with an edgier vibe, who are drawn to the Men's Line.
​
BRIEF:
​
The challenge that we are facing is that Pura Vida is looked at as a feminine, beachy brand. To solve this, we are going to create a campaign called "Express Your Style," highlighting an edgier, street-style aesthetic to become more inclusive to those interested in the Men's Line.
​
Successful application of this campaign would lead to increase male audience engagement with our brand and an increase in Men's Line sales.
​
TARGET AUDIENCE:
​
Male individuals ages 18-26 who enjoy an edgy aesthetic and expressing who they are through the jewelry they wear.
​
TACTICS:
​
YouTube Ad
Instagram Ad
Instagram Reel
TikTok Ad
Website Landing Page
Sticker Bomb at Skate Parks
Pop-up Event in collaboration with Vans​​