Our objectives? Influencer activity needed to feel like BAU content, not a short-term take-over. It had to showcase key fits, pieces, and trends. And we had to emphasise the emotion behind the content. Lifting the community up and putting them on a pedestal.
We arranged our fashion influencers – aligned by archetype – into tiers to tailor briefs for the most authentic and results-driven content possible. Hero Icons included celebrities with followings over 175k. Emerging Icons – cool thought leaders about to hit the big-time – with 45K-175K followers. And Icons of Tomorrow, new faces with engaged, fast-growing audiences.
Covid-19 restrictions meant providing new creative concepts designed to work in the home – plus production support, shooting equipment and editing resources from our Head of Video.
A multi-cell structure allowed the paid social algorithm to optimise the best-performing assets, our budget spent efficiently using Campaign Budget Optimisation. Text overlays across all pieces of paid content highlighting product names, helped see the highest volume of traffic we’ve seen from any campaign.