Setting The Trend in Campaign Development: A Collaborative Approach
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The document describes a successful marketing campaign that centered on engaging a core audience in the fashion industry through innovative content and strategic collaboration. Key achievements included 5 million video views, significant press coverage, and substantial growth in web and mobile sessions, as well as product revenues. The success was attributed to having a clear strategy, understanding the audience, and executing simple, meaningful ideas.
Setting The Trend in Campaign Development: A Collaborative Approach
- 3. We’re all trying to talk to our audiences…
- 4. …in all the same places
- 5. All looking at slightly different things
- 6. How do we get everyone to work together?
- 7. Lots of different models… …but what works in practice?
- 8. Well, we managed to get it right It wasn’t plain sailing But we did learn some stuff And we even won an award
- 9. So what did we do?
- 11. The task
- 12. The task PR •To be fashion contender •Be worth writing about Social •Committed engaged core audience, but small •Get them spreading the word Content •Great sales content •Blog good, but struggling to capture interest SEO •Link profile dwarfed by competition •Need quality links. Paid Media •Move beyond PPC & Affiliates and test display Wanted great creative to get cut through
- 13. Our audience
- 15. We needed an idea that was
- 16. And this is what we did… Video Here
- 17. Exposure & buzz throughout the season
- 18. And it worked 2000 entries to model comp 25 pieces press coverage 5,000,000 video views 200+ Links +186% web sessions +300% mobile sessions 20% growth in product revenues
- 19. • Great idea, meant something to audience • Great creative delivered digitally • Changed way we worked internally • And did I mention, we won an award…
- 20. So why did it work?
- 21. A clear strategy
- 22. We knew our audience
- 23. A simple idea that meant something
- 24. A story, with chapters
- 25. Collaboration
- 26. Distribution
- 28. Hard work, luck & opportunism
- 29. To sum up It’s all possible & to do it you need: • A clear strategy with goals • To understand your audience • Simple, meaningful ideas • To collaborate • Have a clear distribution plan • Be prepared to work hard
- 30. Thank You