CASE STUDY: Social Media Marketing for a Contemporary Fashion Brand

Summary

A contemporary fashion brand with a strong wholesale presence wanted to build their social media presence to increase brand awareness and build their direct-to-consumer (D2C) business. The brand only had Instagram and Facebook pages and were not posting regularly on either. The posts that were published were sporadic and typically unplanned.

Challenges

After introductory research, we found that the brand’s target demographic was primarily active on Instagram, TikTok and Pinterest. By not taking the time to connect with their consumers on the platforms where their target consumers were already active, the brand was missing opportunities to authentically connect with existing and potential customers.

Because the brand had very limited imagery and almost no video content, it was difficult to regularly post content to their existing channels.

Strategies

• Coordinate with brand’s wholesale, sales, and PR teams to ensure inclusion of all relevant initiatives in social media strategy and to ensure the initiatives will be promoted through socials as necessary.
• Implement 30-day Social Media Content Calendar to organize social media strategy and support brand’s sales and marketing initiatives by creating a dynamic, strategic content calendar that tells the brand’s story in a compelling, authentic way.
• Create TikTok & Pinterest pages for the brand and incorporate into overall SMM strategy.
• Create new, engaging photo and content that could be used across platforms.
• Incorporate UGC and diversify content mix to make feeds more dynamic.
• Coordinate Gifting initiatives with celebrities and influencers in the brand’s target demographic to increase brand awareness and further create high quality user-generated content (UGC).
• Establish affiliate marketing program to empower micro-influencers and blogs to collaborate with the brand and increase traffic to the brand’s site and socials.

Services

Social Media Management

Social Media Marketing

Content Creation

Influencer & Celebrity Product Placement

Affiliate Marketing