BRAND AWARENESS & SALES INCREASED
WITH DIGITAL MARKETING STRATEGY
Bivouac is a Fashion Brand selling high quality and beautifully designed clothes and wearings to cool and stylish youths. They have a versatile range of products for both man and women. They cover almost every category including tops, jeans, shirts, underwear, jackets, shoes, bags, hand bands, sunglasses etc. They sell the products at their retail stores and on website.
They have been running retail stores for decades. They recently adopted digital marketing. After creating an online presence, they wanted to promote their business in the digital space. In the process of doing so, they faced many obstacles. As their product category is huge, they have a lot of target audience personas. They also didn’t have good brand awareness. But they wanted to increase both retail and online sales.
After starting digital marketing, their marketing campaign’s story and message was unclear and failed to attract target audiences. Hence, several paid advertisement campaigns failed miserably. Their social media follower and engagement were poor as well because their target audience couldn’t relate to the contents. After facing all these challenges, they needed a digital marketing strategist to increase their sales, brand awareness, and social media followers. In this situation, they approached me and asked me to overcome the challenges, achieve the desired goals, and make their business profitable.
After taking the project, first I understood their business model, product catalog, and circumstance of the business. Then, I analyzed the market condition and size of the industry. Next, I identified some of their competitors and analyzed their activity on social media to understand their strategy. After that, I analyzed the customer segments. I traced out their interest in the products, reason to buy, buying motivators, and sales barriers. Based on the research data, I created several target audience personas. After understanding the business model, products, market condition, competitors, and customer segments, I performed a SWOT analysis and found the essential steps to increase sales and brand awareness.
A killer digital marketing strategy is obligatory to become successful in the digital space. In the strategy development phase, I figured out the most suitable market positioning for them. I crafted separate promotional messages for each product category as well. An accurate marketing message can change a campaign’s result alone. For the promotion, I focused on social media marketing and paid advertisement campaigns. To increase sales, I ran several conversion campaigns. The conversion campaigns had offers like sales discount, coupon code for regular customers, buy 1 get 1 free, bundle offers etc. And to increase brand awareness, I focused on social media marketing and ran several brand awareness campaigns too. Brand awareness campaigns had tactics like storytelling of the brand, contest, giveaway campaigns, influencer marketing etc.
I created a promotional story for each campaign. According to the story informative, entertaining, and engaging ads were created. I didn’t target all the audience personas at the same advertisement campaign. A certain target audience was selected for a specific campaign. Facebook, Instagram, and Google PPC ads were run to cold audience and directed them to visit the website. Then, the warm and hot audience were retargeted with FB & Instagram ads. Because of the retargeting of the same customer repeatedly the conversion rate and the count of online sales increased rapidly.
For Social Media Marketing, I created a theme and template for the posts that will attract and be liked by every target audience persona. Post schedule were also created in a way that every target audience group will be engaged, and every product category will be discussed. I did hashtag research and created a list of suitable hashtags for the brand. I identified the best time to upload content and the most effective post frequency. I managed their social media profiles and uploaded quality posts and images consistently.
All the strategies indeed worked well. Within 6 months of promotion, Bivouac experienced a 655% growth in online sales. ROAS of my paid advertising campaigns was more than 2.7X and every campaign was profitable. At the beginning of the project, Instagram profile followers and engagements were respectively 729 and around 1-5 engagement per post. But after 6 months of my social media management service, Instagram profile follower was 5K and engagement was around 30-50 engagement per post. Now, they have immensely good brand awareness. Both of my paid advertisement campaigns and social media management service were extremely successful and met my client’s expectation. My client is utterly satisfied with me and my team. Currently, we are providing digital marketing and Social Media (Instagram) management services to them.
I cannot share the digital marketing strategy document of my clients due to their privacy. But I’m sharing an example digital marketing strategy document with you, so you can understand what’s inside the strategy & its effectiveness.
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