To kickstart the campaign, we conducted an in-depth analysis of the retailer's current online presence, identifying gaps and areas for improvement. Our audit revealed two critical challenges: a lack of visibility in the target market and an under-optimized website that failed to convert visitors. With these insights, we developed a tailored strategy focusing on four key areas: audience targeting, influencer collaborations, website optimization, and content creation.
First, we implemented highly targeted digital ad campaigns. Using platforms like Google Ads, Instagram, and Facebook, we segmented the audience based on factors such as age, interests, and online shopping behaviors. This approach ensured the ads were reaching individuals most likely to engage with the brand. For instance, carousel ads on Instagram showcased best-selling products, while retargeting ads brought back customers who had abandoned their carts, reducing drop-offs by 25%.
Second, we partnered with 15 micro-influencers who aligned with the brand's ethos and target audience. These influencers created authentic content, including outfit try-ons, product reviews, and giveaways, which not only drove traffic but also increased trust in the brand. This effort resulted in over 100,000 impressions and directly contributed to the 40% growth in social media followers.
Finally, we optimized the retailer's website to improve the shopping experience. This included rewriting product descriptions with a focus on SEO, uploading high-quality imagery, and simplifying the checkout process. Additionally, we introduced a newsletter pop-up, offering first-time shoppers an exclusive discount, which boosted email sign-ups by 30%. Paired with a social media content strategy featuring engaging posts and interactive stories, we successfully created a seamless customer journey from discovery to purchase.
