Background:
Beaufort and Blake, a fashion brand that started with dress code-appropriate and eccentric shirts, was born out of a serendipitous encounter between two students and a tailoring apprentice. Their vision was to offer premium fabrics, iconic prints, and attention to detail, allowing wearers to stand out from the crowd. Initially focusing on vibrant shirts, the brand has since expanded its range to cater to both men and women, offering a wider selection of stylish clothing options.
Challenge:
As a relatively young brand, Beaufort and Blake recognised the need to outsource their paid marketing efforts to industry experts. The founders acknowledged that their skillsets did not align with the requirements for excelling in paid social advertising, and they also lacked the time required to effectively manage campaigns. The challenge was to leverage the brand’s early customer insights, optimise interest-based targeting, utilise website visitors for remarketing, and leverage the brand’s social following to create engaging ad campaigns that showcased their stylish range.
Strategy:
To address the challenge, we developed a comprehensive strategy that focused on interest-based targeting, remarketing to website visitors, leveraging the social following, and creating visually engaging ads. Leveraging the founders’ understanding of their customer persona, interests, and event preferences, we implemented interest-based targeting to reach individuals who resonated with the brand’s unique fashion style. Remarketing campaigns were deployed to re-engage website visitors and encourage them to make a purchase. The brand’s strong social following provided opportunities for retargeting and creating lookalike audiences, expanding the reach to potential customers with similar interests and preferences. By utilizing the brand’s visually appealing imagery, we created slideshow, carousel, and collection ads that showcased their stylish range, capturing the attention of the target audience.
Results:
The execution of our strategy yielded positive results for Beaufort and Blake, driving brand awareness, engagement, and conversions. By leveraging interest-based targeting, the brand reached a highly relevant audience, resulting in increased website traffic and higher conversion rates. Remarketing efforts successfully re-engaged website visitors, reminding them of the brand and driving them towards making a purchase. Leveraging the brand’s social following enabled effective retargeting and expanding the reach to lookalike audiences, generating further interest and conversions. The visually engaging ads created a strong brand impression and showcased the brand’s stylish range, contributing to increased engagement and sales.
