The Challenge

The founders of Cake Lingerie, had an ambition to design and distribute a beautiful range of Maternity Lingerie in Australia initially catering to women who wanted to feel beautiful and elegant during their pregnancies and the following breast-feeding months.

Having identified a gap in the market for quality, luxurious lingerie, Cake had already ordered their first range to be manufactured and needed to quickly get distribution of their first orders. Cake needed to appoint 140 stores in 12 short months, to meet their revenue targets.

They had not yet decided on a brand name, and needed help in defining the brand strategy and the plan to go to market, to quickly build brand awareness, build distribution and retail channels and do so cost effectively.

The Solution

Marketing Angels conducted a 1/2 day marketing workshop during which the following was defined/identified:

• Key business targets
• Brand name of “Cake” was created along with the supporting positioning statement of “Celebrating Motherhood”
• Defined key marketing and public relations tactics to achieve business targets

Marketing Angels then worked with cake to implement the launch plan including:

• Enrolling of key brand ambassadors
• Development of a retail pack (beautifully boxed lingerie with complimentary cupcakes) to be sent to key retailers to establish initial orders
• Development and distribution of a Press Pack, Media Release, Media List launching cake. The pack included samples and cupcakes also

The result

Within the first weeks of launch Cake exceeded their targets for their initial orders from retailers for the first range and were soon taking re-orders. The range has already been featured on a reputed international lingerie website, the daily telegraph and the Ragtrader website soon after media packs were sent out.

What the client says

We’re thrilled with the initial results and ‘Marketing Angels’ have been a very important to that success. Their ability to determine appropriate solutions in a timely and cost effective manner is certainly one we couldn’t have done without. The no pressure mentality, adaptability to our working style, ability to work to a brief and being genuinely interested people are a few of the reasons we continue to work closely with Marketing Angels. We hope to maintain a long, outstanding relationship”