Katies Fashion Social Presence
- Client: Katies
- Services: Insights & thinking, Social media involvement
- Completed: September 2011
Challenge
Katies Fashion approached us with the challenge of attracting a younger more tech-savvy audience without alienating their existing brand fans.We needed to increase frequency and level of consumer brand engagement, as well as setup and establish their social presence and measure performance for future social campaign success.
The biggest challenge: the only push to these social platforms was an email send to the existing Katies database.
Insight
Katies Fashion brand loyalists and fans are already engaged with the brand through weekly email comms and we know they are responsive to existing offers from the brand like percentage off coupons.Women within this target demographic like to feel that the brands they love are approachable and have a personality. If they have received something special from these brands and the experience is positive, they are likely to share this with their friends.
Dialogue can be encouraged further by giving new and existing brand fans access to create a conversation with the brands they love and communicate with like-minded people. Retention is achieved through starting conversations that are relevant, entertaining and interesting to the audience. While the target audience do interact with a multitude of social platforms, the majority of this audience is on Facebook.
Impact
As the majority of the target audience is on Facebook, this became the Katies Fashion ‘main hub’ for social; all other social content from various platforms was aggregated here.We approached the existing brand fans through an eDM promoting the new Katies Fashion Facebook page and offered a percentage off to incentivise page likes.
This campaign has exceeded all performance KPIs. Currently, the Katies Fashion Facebook page has 7,517 fans and this is growing significantly on a daily basis. There are on average 5,769 weekly active users and 230 of these fans talking regularly. Frequency and level of consumer brand engagement has significantly increased with over 237,880 post views and 571 users talking about these posts to date.
These Katies social platform users are predominantly 35 – 44 years of age, which shows us that the younger more tech-savvy audience that was desired has been attained.