fashion

Boosting product visibility with StyleShare

This fashion and beauty shopping platform collaborated with content creators boosting product visibility. Running Instagram branded content ads to promote sales, increasing its return on ad spend by 27%.

Boosting sales

StyleShare is a South Korean fashion and beauty community and eCommerce platform. With a staggering 6 million committed customers. The platform is, therefore, growing into a marketplace that connects people to brands.
Instagram is the perfect platform for fashion brands it is great for showcasing new trends! It directly connects with fashionistas and therefore drives sales in ways that are non-intrusive and creative. The goal for StyleShare simply was to boost a joint promotion by two brands on its platform.

Paid partnership

The solution, StyleShare utilised branded content on Instagram for the first time to help drive winter collection sales for two of its parenting brands. The company decided to collaborate with specialized fashion content creators to show their unique outfit styles is the best option.
Promoting these through Instagram feed and Stories the posts uploaded on creators’ accounts were marked “paid partnership with StyleShare”. It then directed viewers to the StyleShare’s website or mobile app.
StyleShare worked closely with the Facebook Marketing Partner Vamp, which connected the company with content creators and helped with publishing branded content ads. The content creators were able to adapt the creative to fit their feed. For example, the content creators posted full-view single images on Instagram Stories but used the carousel format to showcase multiple images in the feed.
The branded content ads initially posted on Instagram, but StyleShare used automatic placements to deliver the ads across Facebook and Audience Network to reach a larger potential audience. The campaign was broadly targeted to people in South Korea.
Running over nine days in December 2019, StyleShare’s branded content campaign saw the following results compared to a previous campaign that did not use branded content:

31% lower cost per purchase

27% increase in return on ad spend

42% increase in the number of people reached

17% lower cost per add-to-cart

This blog was originally taken from Instagram, to read more blogs like this visit our website.

Gucci

By optimising Facebook Attribution Gucci managed to learn more about its customers’ purchase path. Discovering that Facebook’s and Instagram’s contribution to online sales was 14X more than originally understood.

In style

Originally founded in 1921 Gucci is now part of the Kering Group, now one of the world’s most respected fashion houses. Under creative director Alessandro Michele, its vision is eclectic, contemporary, romantic, and its products represent the pinnacle of Italian craftsmanship and quality.

Getting a more complete picture

Gucci knew that traditional attribution tools—like last-click attribution and cookie-based measurement—undervalued Facebook and Instagram. It wanted to gain insight into every step of the customer journey so that it could better optimise its ad buying.

Flipping the switch

Given its strong focus on return on ad spend, Gucci wanted a measurement solution that could account for conversion journeys across devices and also measure ad influence beyond last-click. Facebook Attribution offers the ability to connect conversions to media touchpoints across channels, devices and browsers to accurately measure the effectiveness of display advertising.
Working with its media agency iProspect, Gucci implemented Facebook Attribution in the US to measure and track a variety of key performance indicators, such as the return on ad spend for its loyalty campaigns and retargeting.
Over a four-month period, Facebook Attribution helped Gucci easily measure the effectiveness of its ads on Facebook and Instagram, giving it a clear view of its best-performing channels. This subsequently allowed the brand to tailor its campaigns to its customers’ behaviour and provide a strong experience for people who saw the ads.

The perfect fit

Gucci’s adoption of Facebook Attribution gave it important insights into its customers’ path to purchase, allowing it to tweak and refine its media strategy. Running from July 1–October 31, 2019, the campaign showed the true value of Gucci’s efforts on Facebook and Instagram:

14X higher attributed revenue from Gucci US online purchases came from Facebook (when measured by Facebook Attribution versus last-click)

14X higher return on ad spend on average from retargeting and loyalty online campaigns (when measured by Facebook Attribution versus last-click)

9X higher return on ad spend discovered for Gucci US online purchases when using first-touch attribution measurement (versus last-click)

This blog was originally taken from Facebook.

Lifting Sales with Little Mistress

This luxury fashion eCommerce brand Little Mistress used Black Friday as an opportunity lifting sales by 94%. Compared to the previous years after using polling stickers for its ads in Instagram stories.

Accessible fashion

Little Mistress is a woman fashion label that turns the latest catwalk trends into accessible and affordable luxury clothing. The “Party Guilt-Free” Campaign has been a great success for Little Mistress working with visualsoft and Instagram. Providing a considerable lift in sales. After initially being unsure of the value of paid social media, Visualsoft was able to provide proof of actual monetary value, and a difference to their bottom line.

Lifting sales and campaign awareness

Little Mistress wanted to reach its target audience of ethical fashionistas with its “Party Guilt-Free” campaign. This featured collections that are made with recycled materials and designed by notable influencers. It also wanted to prove the incremental value that Instagram ads have for the business.

Engaging questions

Little Mistress wanted to showcase its products whilst pushing an ethical message. The brand was selected for a fully funded Instagram product test. Together with visualsoft, they developed a campaign for Instagram Stories using interactive polling stickers. Little Mistress used the polling stickers to ask people to guess how many recycled plastic bottles were used to create a series of outfits from its collection. This interactive element on top of product images made the campaign more memorable, especially as the high number of recycled bottles was typically a huge surprise.
The ad was designed to match the bold, high-impact nature of Little Mistress designs. After the polling stickers, an end screen featured the words “Party Guilt-Free with our new sustainable collection”. They were then instructed to swipe up to visit the Little Mistress website.

This product test helped Little Mistress reach a huge audience that it would not have otherwise, increasing awareness significantly, and later incorporated the test into its Black Friday sales strategy by retargeting ads to this audience. The company ran a conversion lift study to measure the impact of the Instagram ads during its October 24–November 7, 2019 campaign, which achieved:

24% lift in “add to cart” conversions from best-performing ad

94% increase in Black Friday sales compared to the previous year

2.8 million people reached

This blog was originally taken from Instagram, to read more blogs like this visit our website.

Social Success- Etam

Social Success for fashion retailer Etam. They gained new customers and a more than 5X return on ad spend with a summer conversion campaign on Facebook and Instagram to promote its bikini range.

Their Story:

Etam is a European high street leader in women’s underwear and swimwear. The brand has over 3,400 outlets in more than 36 countries. Following its first Spanish store opening in 1984, Etam has expanded with franchises across Spain.
Etam wanted to increase awareness of the brand in Spain, as well as boosting sales and gaining new customers.

Solution:

They worked with Elogia Media S.L. on a summertime conversion campaign to promote their bikinis. They showcased highlights of the range in the carousel and collection formats, as well as in dynamic ads, encouraging customers to “Shop now”.
The fashion brand split their audience into 6 distinct ad sets that were created using Facebook Insights from previous campaigns. They also used Custom Audiences and lookalike audiences. The ads were shown to Spanish women aged 18–64 in Facebook News Feed as well as in Instagram feed, Instagram Stories and Audience Network.
Over the 14-day campaign, Etam and Elogia Media S.L. used Facebook Insights to monitor campaign performance and optimise the campaign.

Success on social:

The 14-day campaign lead Etam to achieve high levels of engagement and brought in new customers at a significantly lower cost per acquisition than in previous campaigns. The campaign achieved a44% lower cost per acquisition, compared to previous campaigns as well as 5.2X return on ad spend and 2.7% click-through rate.

Enjoyed this read? Read more of ourblog posts to succeed on social! Check out their website here.

Social Success- Never Fully Dressed

Find out how this popular UK online fashion store Never Fully Dressed reached new international audiences and proved that they could translate into conversions when it used broad audience targeting with Facebook dynamic ads and video ads, increasing sales by 3.4X.

What’s the story?

Lucy, founder of Never Fully Dressed started the brand in 2009, selling her clothes at London’s trendy Portobello and Spitalfields markets. Today, it has grown to become the one-stop online shop for sophisticated wardrobe staples in fresh prints and on-trend palettes. The brand’s recent partnership with TV’sMade In Chelsea has catapulted the brand even further into the public eye.
Aiming for international growth, Never Fully Dressed wanted to increase online sales and win new customers outside of the UK.
Brandog Digital stepped in to help Never Fully Dressed come up with a powerful campaign strategy for reaching customers around the world. Never Fully Dressed had previously tested ads in single countries, but now wanted to explore new ways to reach its goals, so Brandog Digital proposed grouping audiences across multiple countries instead.
Never Fully Dressed used broad audience targeting for prospecting, as well as lookalike audiences based on its top customers. It focused on Europe (excluding the UK), North America, Australia, UAE, Hong Kong, Singapore, South Africa and Mexico for this campaign.
People were shown dynamic ads featuring relevant products in carousel format and further video ads across Facebook News Feed, Instagram feed, Instagram Stories and Audience Network. The best-performing ad creative in UK campaigns were surprisingly also the strongest for international audiences—suggesting that in this brand’s case, visual trends translated globally, rather than being localised to a single country.

Never Fully Dressed Results

During the 3-month March–June 2019 campaign, Never Fully Dressed introduced its products to a worldwide audience and drove strong sales as a result:

2.5X more people reached, compared to previous campaigns

3.4X increase in sales

3.2X return on ad spend

Enjoyed this? Why not read howStandard Bank South Africafound success withsocial media. Read the full case study here.