Catwalk to Closet. Social Media Marketing
"Direct traffic increased by 400% in the month of our campaign."
The Challenge
Catwalk to Closet is an online boutique and sample sale providing designer goods at low prices.
While they already ran successful paid search campaigns, they noticed the most powerful response they got - which led to increased sales - was when they were mentioned on certain influential fashion blogs.
They approached Qube to provide a one month social media marketing campaign to increase the traffic to their website from influential blogs, forums and social networks.
The Results
- Direct traffic increased by 400% in the month of our campaign, based on preceding six months
- Qube generated between 35-88% of all referred traffic
This was directly attributable to the blogs and influencers commenting as a result of our social media activity.
Direct traffic spikes were present on days where we generated increased referred traffic, showing the 'word' was spreading and people were visiting the site directly by referral and not just from the blog posts and social network profiles themselves.
In addition to this, we also generated a number of cross promotional opportunities for Catwalk to Closet - for example with Elle Online.
What we did
- Social Media Roadmap
- Social Media / Online PR Campaign
Social Media Roadmap
Community mapping
After analysing Catwalk's target audience, we broke it down into eight distinct groups, all with their own habits and motivations. As this wasn't a long-term campaign, we chose two segments of the target audience that we felt were most likely to engage quickly with the site.
- Emotional slaves: shopping is like chocolate for this group, offering some medicinal comfort when they are feeling high or low. They will often make impulse purchases.
- Value seekers - always on the look out and will buy bikini's in winter and coats in summer if it means they can get them cheaper.
We then mapped where these audiences spend time online and what their conversations were about.
Marketing and Online PR plan
Our social media marketing campaign focused on generating traffic to the website before Christmas.
Engaging with audience through outreach
By engaging with the audience about things they were actually interested in, we achieved excellent results and got great feedback.
As Catwalk delivers to a global market, our outreach campaign was global. Below are some examples of the comments the online influencers we engaged with posted on their blogs, forums and social network profiles, disseminating the message to their own communities:
"...Catwalk ships globally and feature limited edition and exclusives from Vera Wang, Marc Jacobs...I ordered my pair and paid US$38, which includes shipping!"
"Woo hoo! I just paid $38 USD (which includes shipping/tax/insurance) for these $180 Bruce ...this is NOT a paid endorsement of their site, I just couldn't keep a good thing to myself..."
"...exclusive limited edition goodies we can hardly get our hands on around here...sounds good enough already? Hop on over to take a look at what else is in store for you and shop away!"
Email us or call us on 01273 689 672 to see how we can help you with your online pr or social media marketing.