Launch the new Beachwear Collection, raising awareness amongst a UK female audience
Cross Channel Performance
Impressions
Paid Followers
Traffic (new users)
01.OVERVIEW
Our brief was to support the launch of Calzedonia’s new Beachwear Collection, focusing on growing awareness amongst a UK female audience.
On TikTok specifically, the initial objective was to grow the @calzedoniaofficial following but this was switched to traffic and reach (due to access).
Key objectives included:
Raise Awareness of Beachwear Collection
Paid KPIS: traffic, reach
Metrics: 2.8m reach display, 1m reach social
Creator KPI: total influencer video views Metrics: 2m video views
Involvement
02.SOLUTION
We deployed a cross-channel social media strategy, focusing on key platforms TikTok, Spaceback & Instagram.
With a mixture of paid social and influencer work we successfully enhanced the reach of the new Calzedonia beachwear line launch across the female UK market.
Specifically across TikTok, we worked with 6 creators, creating a total of 9 pieces of content. The Creator KPI was to achieve 2m views.
Each influencer included a unique discount code in their caption to incentivise purchase. 5 of the TikTok’s were boosted via Spark Ads, with the goal to drive reach.
03.RESULTS
In the first month alone VERB brought in 43% more new users to site MoM, surpassing our target by 172%.
Over the whole campaign period, our Paid activity brought in 10,450 new users to site, and our converting channels (PPC and SEO) helped to pick up 1,038 conversions further down the funnel.
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