Consumer Psychology Driven Growth @Un Denim

During my tenure a project for Un Denim, I played a critical role in driving the success of three significant campaigns. My responsibilities spanned from developing and executing social media strategies to managing influencer campaigns and resolving website issues efficiently, all while working with a limited budget.

When Un expanded into Germany, the Netherlands, and Sweden, we faced the challenge of establishing our brand in markets already saturated with sustainable fashion brands. The initial efforts had depleted resources with limited success. I tackled a range of issues, including resolving website glitches and addressing the complexities of product sizing, which was a major concern due to the prevalence of vanity sizing, leading to numerous return requests.

To overcome these challenges, we shifted our focus from purely advertising to creating content that genuinely added value to our customers' lives. By centering our narrative around the consumer, we were able to engage them more effectively.

Brand Awareness: Enhanced brand recognition and recall through targeted marketing efforts, leading to a significant increase in daily website visits to nearly 12,000.

Sales Growth: Achieved a substantial increase in sales, supported by improved ad performance and strategic content creation.

Social Media Engagement: Boosted our Instagram community engagement metrics, indicating stronger customer interaction and brand presence.

Customer Satisfaction and Loyalty: Received positive feedback from customers, many of whom expressed a willingness to recommend our products to others, reflecting a high Net Promoter Score (NPS).

Cost Efficiency: Optimized our customer acquisition strategy, reducing costs while increasing returns on investment (ROI).

Website Management: Implemented effective website management practices to enhance user experience, resulting in reduced bounce rates and increased session durations. Addressed and resolved technical issues promptly, ensuring seamless navigation and transaction processes.

Customer Fulfillment and After-Sales Service: Developed and streamlined after-sales service protocols, leading to improved customer satisfaction and retention. Implemented feedback loops to continuously enhance service quality based on customer inputs.

Google Ads and Meta Ads Handling: Managed and optimized advertising campaigns on Google and Meta (Facebook/Instagram), improving click-through rates (CTR) and conversion rates through targeted ad placements and data-driven strategies (BrandStruck, 2024).

Thought Leadership: Positioned myself as a thought leader in the sustainable fashion industry by contributing to industry publications, speaking at relevant conferences, and consistently sharing insights and best practices through social media and professional networks.

These results underscore the effectiveness of a well-rounded approach to brand management that combines strategic content creation, precise audience targeting, and continuous optimization based on performance data.

By focusing on key performance indicators such as brand awareness, customer engagement, and sales growth, I ensured that our marketing efforts were aligned with our broader business objectives, ultimately driving the brand's success in new markets.