Category: Case Studies

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

By the
Numbers

7 DAY RESULTS

37%

Increase in Followers

37%

Increase in Engagement

75%

Increase in Reach

8%

Increase in Average Likes Per Post

36%

Increase in Average Impressions

30 DAY RESULTS

100%

Increase in Followers

11%

Increase in Engagement

528%

Increase in Reach

13%

Increase in Average Likes Per Post

43%

Increase in Average Impressions

90 DAY RESULTS

242822%

Increase in Followers

455%

Increase in Engagement

242822%

Increase in Reach

434%

Increase in Average Likes Per Post

496%

Increase in Average Impressions

CASE STUDY: Affiliate Marketing

THE BRAND

An e-commerce retailer selling men’s and women’s shoes and leather goods through their own website, Amazon and third-party retailers. They make consistent sales through wholesale, but wanted to scale their direct-to-consumer business (D2C) and hired us to handle their affiliate marketing and influencer marketing strategies to grow brand awareness for their D2C business.

CHALLENGES

Prior to working with us, the brand had done sporadic influencer gifting, but never seen a steady ROI or implemented a consistent influencer marketing strategy. They were interested in increasing product placements and wanted to invest conservatively until they saw a ROI. We recommended implementing an affiliate marketing program to primarily compensate influencers and affiliates on a commission-bases while building the brand.

STRATEGIES

  • Determine best platform & set up affiliate program tracking on back end of brand’s website.
  • Establish terms & conditions for a competitive affiliate marketing program.
  • Identify influencers & affiliates that work as strategic partners for the campaign based on following, engagement, click-thru rate, and engagement.
  • Leverage niche influencers & blogs for targeted placements.
  • Strategic Content Creation
    • Create banners to be used by affiliates across social platforms.
    • Partner with affiliates & influencers to create user-generated content (UGC)
  • Attract Sales with Coupons, Sales & Incentives
  • Manage Link Outreach
  • Oversee product gifting to affiliates / influencers to facilitate UGC
  • Email marketing through affiliate program to keep affiliates updated, engaged and informed of new collections, coupons, and sales.

BY THE NUMBERS

Month 1

Web Traffic: 270 Revenue: $208

Month 8

Web Traffic: 15,800 Revenue: $460

Month 16

Web Traffic: 27,600 Revenue: $15,000

METRICS

  • Follower Growth across Social Media Platforms
  • Earnings per Click (EPC)
  • Average Daily Sales
  • Affiliate Conversion Rate
  • Total Sales / Month
  • Total Affiliates
  • Active Affiliates

SUMMARY

Affiliate marketing is the process of earning commissions every time an affiliate promotes the company’s products or services in a way that drives a sale. Creating dynamic campaigns that incentivize strategic partners to sell the brand’s products allows all parties to reap the benefits of increased revenue through the brand’s site. The brand is then able to not only reinvest into the affiliate marketing program, but also increase ad spend for digital marketing strategy.

NOTE

Increases in organic traffic can result in a decreased quality of site traffic, meaning that conversion rates and average session lengths could decrease. Sales were increasing during this time even though conversions were declining. To combat the decreased conversion rate, we reinvested the increased revenue brought in from the affiliate program and executed a strong digital marketing campaign increasing the website’s conversion rate and further increasing monthly revenue for the brand.

The metrics provided above reflect only the click-thru rate and sales from tracked affiliate & influencer campaigns we managed and are not the brand’s total monthly revenue figures.

CASE STUDY: Full Service PR & Digital Marketing for an E-Commerce Brand

THE BRAND

A contemporary, size-inclusive e-commerce retailer that specializes in selling women’s clothing & accessories direct to consumer(D2C). After struggling to scale their brand’s digital ads and seeing a drop in revenue due to changes in how Facebook campaigns run, they brought us in to oversee their digital marketing strategy.

SERVICES PROVIDED

  • Digital Marketing
  • Public Relations
  • Affiliate / Influencer Marketing
  • Product Placement / Celebrity Seeding
  • Website Design
  • SEO

CHALLENGES

The brand had a limited budget to implement their original strategy and required we use only existing creatives as they had no budget for additional content creation for new campaigns.

STRATEGIES

  • Secure coverage in top tier media nationally and internationally to lift the brand’s awareness
  • Secure video segments and media placements in local markets, including Los Angeles, New York, Chicago, Phoenix and Atlanta in order to build awareness on a local level.
  • Celebrity seeding campaigns to build brand awareness and gain consumer trust by showcasing the product on multiple different women and body types.
  • Implement a conversion-based digital marketing ads strategy to increase ROAS and generate revenue to further scale ads and increase profitability of the brand.
  • Diversify ad strategy to include TikTok, Pinterest & Good Ads, to further increase overall ROAS through a phased approach and further build following and engagement across platforms.
  • Increase traffic to site & sales through affiliate marketing campaigns.
  • Increase brand awareness and social media engagement through product placements with local, national, and international media as well as influencer, celebrity and affiliate placements.

BY THE NUMBERS

7.9 OVERALL ROAS

4.5 BILLION MEDIA IMPRESSIONS

397% INCREASE IN MONTHLY ORDERS

400,000+ SOCIAL MEDIA IMPRESSIONS

SUMMARY

Prior to working with us, the brand barely averaged a 2x ROAS. Their goal was to reach a 3x ROAS with digital marketing and to launch their first Public Relations, Affiliate Marketing & Influencer Marketing campaigns. We increased their overall ROAS across platforms to 7.9x. Through our dynamic, strategic, and holistic approach, the brand saw increased ROAS, revenue, brand awareness, and social engagement.

CASE STUDY: Scaling Ads for a Swimwear Brand

THE BRAND

A contemporary e-commerce retailer that specializes in selling size-inclusive women’s swimwear direct to consumer (D2C). After struggling to scale their brand’s digital ads in-house and seeing a drop in revenue due to changes in how Facebook can track and utilize data, they brought Pink Sheep Publicity on to provide digital marketing management and strategy services.

BY THE NUMBERS

Ad Spend: $26,680.00

Online Purchases: 5,200

ROAS: 5.4x

Conversion Value: $14,390.00

SOLUTIONS

  • Produce more compelling creatives for ad campaigns, as the brand’s current creatives were not hi-res, engaging or working to achieve their goals.
  • Restructure the brand’s Facebook ads funnel to optimize outreach and allocate ads budget meaningfully.
  • Restructure audiences to make strategic outreach via digital marketing ads more precise using existing customer data that had been collected through both organic sales and sales resulting from previous digital marketing campaigns.
  • Test creative & copy to determine how best to reach target audience and optimize ROI
  • Scale profitable ads through audience growth

STRATEGIES

  • Produce high quality editorial imagery for swimwear brand for usage in digital marketing campaigns as well as content marketing campaigns and public relations outreach.
  • Restructure Facebook Ads Funnel to better optimize usage of ads budget.
    • Top of Funnel: Potential consumers who have never heard of the brand.
    • Middle of the Funnel: Potential consumers that have heard of the brand, but never purchased directly from the brand before.
    • Bottom of the Funnel: Consumers who love the brand and are ready to buy. This could be the first time these consumers are purchasing or could be a return customer who has made a prior purchase directly from the brand (retargeting).
  • Refine target audience based on funnel performance
    • Add custom audience for retargeting based on existing customer data.
    • Create lookalike audience for top of the funnel usage using data collected through effective, high-conversion campaigns.
    • Stack lookalike audiences into one ad set to optimize performance.
  • Use exclusions to narrow down each audience within high-converting audiences to optimize before additional scaling.
  • Increase audience sizes on highest converting ads.
  • Fine tune ad copy & test additional creatives on high-converting ad sets in order to further optimize ROAS.
  • Create additional campaigns for seasonal periods using micro-targeting and highest performing, applicable audiences
    • To keep seasonal campaigns engaging, ensure that creatives used are tailored to tell the story of said campaign. Using generic or subpar content that doesn’t meaningfully engage the audience can negatively impact campaigns.
  • Increase growth internationally using localization
    • Translate campaigns into each market’s native language
    • Take local culture into account to create meaningful, engaging content that speaks to the localized audience in a respectful, authentic way
    • Take local culture into account when testing ads creatives. Don’t just use Google translate! Work with a native speaker and have verbiage of ads creatives checked to ensure that local colloquialisms and conversation into account.

CHALLENGES

This brand creates incredible high-quality, size-inclusive swimwear for women. However, they lacked the time and expertise to run strategic campaigns and didn’t have the resources or training to fully understand how to properly take advantage of the funnel system, create compelling campaigns, or produce compelling creatives that communicated their unique value proposition in a way that resonated with their target audience. They had an incredible product, but were leaving money on the table by not having high-converting digital ads campaigns.

BENEFITS

By fixing the brand’s creatives and restructuring their ads funnel, we were able to not only increase their revenue, but also their brand awareness and engagement across all social media platforms used. The high quality content we created for the brand’s ads campaigns not only improved ad performance, but also improved their PR and content marketing strategies, as it better showed the product and was on par with the creatives of the brand’s market competitors.

SUMMARY

Prior to working with us, the brand’s ROAS was 2.5x. Within our first two months of strategy implementation, we were able to increase their average ROAS to 4.64x. After six months, we were able to increase their average campaign ROAS for ongoing campaigns to 5.4x.