Key Takeaways:
Brand Summary >> Co is a women's luxury fashion brand based in Los Angeles known for modern, minimalist womenswear and accessories
Work Summary >> Social Media Strategy > Content Development > Email Marketing
Key Outcomes >> Launched First Content Strategy > Increased Instagram Following Base by 60% > Increased Average Email Engagement 2x > Established Visual Identity on Social Media
The Challenge:
With a global stockist of over 200 locations worldwide, Co’s products are primarily found in luxury multi-brand retailers. The brand had a social following that suffered from lower impressions and engagement than they desired, largely due to an inconsistent content strategy. I was asked to help revamp the visual aspect of their social media presence and sustainably build their social community. I noticed that their social posts were not visually consistent–their feed had professional studio photos juxtaposed with unedited, low-quality iPhone images, with some random lifestyle content mixed in. Judging strictly by their social media content, we felt potential customers were not getting a good idea of what the brand offered and this disconnect led to low engagement numbers.
The Solution:
What Co lacked was a straightforward social media strategy with a consistent brand story. The first order of business was to lay out the foundation of the social media strategy. I like to think of the first 12 photos on your Instagram as a mood board. When potential customers see these first top images, they should see images that: 1.) well represent a company’s visual brand book, 2.) showcase the product(s) that are being sold, 3.) make users aware of special products and collections, and 4.) enforce the lifestyle associated with the product and lifestyle brand. With this in mind, we broke down the “types” of Co posts into 4 categories and determined how often each “type” of the post should appear each month. Now that we had the structure laid out, we were able to focus on the visual aspects of the content for the brand. We set a schedule for quarterly photoshoots to capture both the product and the lifestyle surrounding the product. Finally, we put together a short trial-period for a paid social strategy that tested audience targeting and spend over the course of 1 month. We then applied our learnings to their highly engaged content by streamlining audiences, leveraging popular posts for higher budgets, and adding budgets to posts that were engaging audiences. Ultimately, we were successful in increasing their following base by 60% utilizing Later.com as a marketing platform to schedule, track, measure and curate future posts.
Completed Work:
Launched Co’s first social media content strategy
Photographed original lifestyle and product imagery for social media
Supported photography team with production execution
Doubled engagement within the first four months
Deployed multi-media campaign assets for various online channels