🏆 Best Social Media Campaign 🏆
Yassine J.
BRAND OAK + FORT is a fashion brand that provides accessible luxury for women and men who seek everyday essentials reimagined with a modern minimalist approach. Since launching its first boutique in 2010, OAK + FORT has grown rapidly, largely supported by grassroots marketing and word of mouth. SITUATION Brand loyalists were actively engaging on social media, but by the time OAK + FORT approached DAC in March of 2019, the company had not yet made an entrance into paid digital advertising. Ecommerce revenue, while growing at a healthy pace, was coming primarily from existing customers making repeat purchases.
The Challenge
1. Grow e-commerce revenue through new customer acquisition
2. Support retail stores across Canada and the US in hitting their sales targets
3. Raise awareness of new store locations and drive attendance for opening events
4. Drive awareness and attendance for major sales events (e.g. warehouse sales)
5. Measure sales outcomes across e-commerce and in-store purchases
The Solution
Given the need to support both online and offline sales outcomes, we took our foundational Enterprise-to-Local approach to strategy and campaign planning. While it would have been easier to grow total sales in major markets that included physical store locations, other cities could still prove to be lucrative markets for eCommerce. In other words, a localized media plan and campaign structure was required to optimize at the most granular level.
The final media plan weighted spend across markets according to a complex model that balanced high-performance stores with locations we wanted to test for growth potential. We focused the investment on Facebook/Instagram campaigns and leveraged customer-match audiences to roll out lookalike targeting, while excluding existing customers themselves from being exposed to the ads. This ensured keeping focus on new customer acquisition. We also built specific interest targeting lists to get in front of potential customers interested in fashion and relevant competing brands.
Analytics and Impact
2020
