We believe it’s not about doing social but being social.
Deichmann UK Instagram New Year, New Kicks campaign
Our client wanted to reach a more fashion-focused and younger audience. They wanted to show potential customers that they have a wide and fashion-right range of products. We saw an opportunity for them to achieve this by really upping their Instagram game. We came up with a plan to help them drive reach, engagement and the number of followers.
A better ROI than a print campaign: Grazia UK circulation is 139,000 – rate card typically £30k for full page. Our campaign achieved a reach 130,000 for a fraction of this budget.
Our approach was two-pronged and to begin with we created a detailed Instagram strategy that drew on the best benchmark brands and market insights, all relevant to the fashion sector – a strategy the client could run with after we’d finished our work.
The second half of our approach focused on creating and running a 3-week trial campaign for sports footwear, timed to coincide with New Year peak.
New Year, New Kicks – becoming a true fashion Instagrammer
We pulled together a detailed analysis for Deichmann, covering how Instagram was performing as a whole but picking up on how fashion brands across the spectrum were using it to their advantage. Whilst we took in the full breadth of the industry and covered high-fashion brands and designers, we focused very specifically on Deichmann’s direct competition. We wanted to provide Deichmann with real evidence of which social media techniques really worked in their market. From this, we developed a strategy that would ensure Deichmann not only reached their target audience but also engaged with the in the most relevant and impactful way.
Using a combination of our own successes, learnings and the strategy we’d developed for Deichmann, we proposed three different concepts and budgets for their Instagram campaign. Collaboratively we decided to brand the campaign ‘New Year, New Kicks’, so that it really targeted this key time for health-conscious fashionistas. We created new copy and content however used existing photography to minimise costs. We then suggested ideas for further engagement including competitions and giveaways, as we’d identified this as a key way to interact and engage with their target audience. We…
- Created the imagery using existing ‘pack’ shots
- Defined the # strategy
- Wrote the copy
- Posted and took care of community management
- Checked results daily and reviewed tactics to encourage engagement and reach
Increasing likes by 34% and achieving a targeted reach of 130,000.
Throughout the campaign we monitored the progress of the posts and engagement and provided detailed feedback to Deichmann that could be incorporated into their longer-term Instagram strategy.
We also created a 6-month content calendar that would evolve and revamp their Instagram proposition. As a result of the trial campaign, Deichmann saw an increase of 34% in their daily ‘likes’ and their reach grew by 26%. Alongside this, impressions were up 76% for the trial period and they gained an extra 5.4% in their followers.
Don’t just do social. Be social.