The Company needed a platform to build a voice in the crowded women’s ready-to-wear and fashion accessories marketplace, which positioned the brand as high-end, inspirational and socially responsible.
In honor of International Women’s Day, the Company launched a campaign featuring stylish women with a voice for positive change. The women who were selected are leaders at home, in the office and in their communities. They are pioneers and risk-takers as well as romantic and compassionate. They strive to also inspire other women to be self-assured, confident and to give back to society, in order to make it a better place for all. These women truly embodied the essence of the brand. To celebrate their inspiring stories, an integrated influencer marketing and demand generation campaign was created. This included a comprehensive photo-shoot of them wearing their favorite fashions from the Company, coupled with a video testimonial/interview. The influencer marketing campaign was launched through website banners, landing pages, digital mailers, ads, PR, social media, blogs and media relations etc. As a result of the campaign, the Company was able to leverage the established brand equity of these women to drive greater awareness, new qualified traffic to its website, and a record number of sign-ups for its loyalty program, while also spreading valuable knowledge, lessons and inspiration to support International Women’s Day.
To reach its aggressive growth plans, the Company needed to create greater brand awareness, so it could generate more qualified traffic, conversations and net new customers in the crowded women's high-end, ready-to-wear and fashion accessories marketplace.
The Company launched an aggressive affiliate and celebrity influencer marketing campaign and social media program to elevate its brand awareness. Through highly targeted PR, social media and influencer gifting events and programs, the Company secured numerous high-profile national placements. This included dressing Cassie Randolph (the winner of ABC’s 2019 Bachelor - season 23) for her official media tour and week-long media event appearances following the season finale. Every outfit Cassie wore sold out within minutes after being seen on national TV, social media sites and news outlets. The campaign created record eCommerce site traffic, conversions, sales and more than doubled the Company's loyalty member sign-ups.
The brand had previously sold exclusively through wholesale channels and just launched an eCommerce DTC website. To meet its aggressive quarterly goals, the brand needed to drastically build awareness, and qualified traffic to secure a loyal online fanbase.
The Company engaged Rocky Barnes, a social media influencer to generate greater visibility for the brand by showcasing it to her fanbase and modeling three outfits. As a result of the social media engagement, each featured outfit sold out in all sizes within hours of being posted. In addition, the brand site recorded a 50% increase in website sessions, as well as a 56% increase in new visitors during the time in which the campaign ran.
Business Challenge: The Company’s sales were stagnant and prospects were delaying purchases. The Company needed to create urgency, raise awareness of its solutions and accelerate demand.
The Solution: A national media relations campaign was launched on the dangers of medication mistakes and how a simple, cost-effective solution could resolve this growing crisis. The Company developed a media kit, engaged media/analysts/bloggers, issued a series of strategic releases, contributed articles, social networking and secured speaking opportunities. Results included a demonstration on the Oprah Winfrey Show with Dr. Oz and Dennis Quaid and various print, online and broadcast coverage. As a result of the campaign, new qualified leads were generated and more urgency was placed on buying decisions.
Michael E. Donner
mdonner@eCommerceDigitalCMO.com - #eCommerceDigitalCMO
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