High-quality creators inspired UK shoppers in this campaign which delivered a 7x return on ad spend.
Lockdown has undoubtedly accelerated the trend for online shopping. As bricks and mortar stores were forced to close, consumers were driven online, to e-commerce sites and to social media. 54% percent of Gen Z consumers and 44% of Millennial consumers have been spending more time on social media since the start of the outbreak.
Fashion brands, like UK accessory retailer Russell & Bromley are adapting. With less customer touch points, they are harnessing social media to meet their customers where they are and add value.
Objective
In the first few months of UK lockdown, Russell & Bromley wanted to drive awareness, advocacy and engagement for their new SS20 Collection. They needed to generate impactful assets that could be converted and used across brand channels.
Strategy
Vamp actioned a two-phase strategy to drive consideration, conversion and purchase of the SS20 collection.
Firstly, ten influencers created 43 pieces of high-quality content promoting the shoes and bags, safely at home, within lockdown restrictions. They shared this content with their engaged audiences across Instagram posts and Stories. The brief was left open to interpretation, so creators could put their spin on the content and make it feel native to their feed.
Following the organic sharing, Vamp funnelled paid spend to boost the influencer content into the feeds of relevant customers outside of the influencer’s following. With these boosted posts, links to e-commerce could be added to seamlessly drive social audiences to shop.
Toolkit
- Managed campaign
- Influencer marketing
- Boosting
Results
This campaign proved two things. Firstly, that influencers were still capable of creating beautiful and engaging content while locked down at home. Secondly, that this content was so effective that it drove shoppers to purchase new shoes and bags, even at a time when their trips outside the house were limited.
We work with Vamp to increase our brand awareness and sales by showcasing our most relevant product to our target audience with a consistent and timely approach. It’s a collaboration and always a pleasure to work with such talented and friendly people who guide us in the right direction, whilst listening to our needs as a luxury high street brand.
Stefanie Hutton, Head of PR, Russell & Bromley
