Increase awareness of the Intimissimi brand and Silk Collection
Despite the huge success across Europe and the US, The Calzedonia Group had struggled to gain the same kind of traction or advocacy in the UK, due to the lack of brand awareness and limited store presence in the country. VERB’s task was to increase awareness of Intimissimi’s brand and Silk Collection product line, and drive quality traffic to the site.
Having focused on building reach in the UK over the last year to improve brand awareness of Intimissimi, traffic engagement time across the website had decreased due to the substantial increase in website traffic. VERB therefore tested running richer formats like Programmatic Social (Via Spaceback) and Rich media (via Playground) to improve engagement.
By leveraging these richer formats, VERB invested heavily into richer formats alongside Paid Social to increase overall engagement time across its prospective traffic.
Over the campaign period, VERB reached a total of 9.1m users and generated 28.9m impressions, whilst increasing engagement among higher quality consumers on Paid Social further down the funnel.
Over the campaign period, VERB reached a total of 9.1m users and generated 28.9m impressions, whilst increasing engagement among higher quality consumers on Paid Social further down the funnel. With an average of 4 pages/session on average, and 10% reduction in bounce rates, there were substantial efficiencies made.
Thanks to this, we were also able to reduce our overall CPNU on Instagram to 75% lower than the previous campaign.
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