The August Company: Digital Marketing Campaign

The August Co., a brand committed to empowering women, encountered the hurdle of insufficient organic traffic. In my role as a Digital Marketer, I orchestrated an extensive strategy to enhance the brand's online presence, yielding remarkable outcomes across diverse channels.

The distinctive value proposition of The August Co. lies in its provision of sustainable, versatile, and premium-quality clothing. Engineered for comfort and ease, these garments boast a minimal environmental footprint, setting the brand apart in the market.

Before I joined The August Co. as a digital marketer, the company grappled with challenges common in the digital landscape. These included low organic traffic, limited online presence, ineffective SEO strategies, underutilized paid advertising, inadequate social media engagement, a lack of influencer marketing presence, suboptimal email marketing, insufficient data analysis, competitive pressure, and limited brand awareness. 

As the digital marketer at The August Co., I formulated a comprehensive marketing strategy to address key challenges and elevate the brand's online presence. Below is the Strategy which I used:

Upon joining The August Co., my primary emphasis centered on marketing and competitive research. Conducting an in-depth exploration of market trends and competitive strategies, I derived valuable insights that formed the basis for crafting a comprehensive content strategy, finely tuned to engage and resonate with our target audiences.

Target Market: Indian women

Location: India

Age: between 18-80+ years

Interests: Women’s clothing, fashion brands, sustainable fashion, sustainable clothing, eco-friendly, Indian clothing/outfits. 

We created an email list of our customers which we used for a custom audience to run Facebook ads. We used these custom audiences and created their lookalike which got us a new audience for our Facebook campaign.

Add to Cart 90 days

Email List: last 1 year data 

Purchases last 90 days 

Checkout last 90 days 

Channels Used: Facebook Ads Manager and Google Adwords. 

At The August Co.'s WordPress website, we prioritized backend improvements, such as optimizing keywords, acquiring more site links, and refining meta tags and descriptions. Our focus wasn't solely on increasing site traffic but also on transforming it into a more engaging and appealing online space.

Here are some of the keywords I researched using Keyword Planner. 

I strategically engaged with the different stages of the customer journey, implementing a well-rounded funnel approach at The August Co. This involved distinct strategies for the top, middle, and bottom of the funnel. For the top funnel, we aimed at building brand awareness and crafting ads that introduced our sustainable and versatile clothing. In the middle funnel, the focus shifted to consideration, presenting more detailed information and benefits. The bottom funnel concentrated on conversion, encouraging direct sales with compelling call-to-action messages.

With the help of Facebook Ad Library, we gained a significant advantage in monitoring our competitors and dissecting their ad strategies at The August Co. This valuable resource allowed us to stay abreast of industry trends, analyze competitor ads, and derive insights to enhance our campaigns. By staying informed about the competitive landscape, we could strategically position our brand, ensuring our ads were not only visually appealing but also outperformed industry benchmarks

Analyzing the results and closely monitoring metrics, I ensured a data-driven approach. We consistently refined our ads based on the performance of each funnel stage. The iterative process allowed us to adapt our messaging, targeting, and creative elements, ensuring optimal outcomes at every stage of the customer journey.

Initiating purposeful collaborations with influencers, I navigated the entire process from initial connections to deal negotiations and subsequent follow-ups for impactful content creation at The August Co. This strategic approach not only broadened our brand's reach but also fostered a deeper connection with our target audience, as we leveraged the influence of trusted personalities to enhance brand visibility. 

Employing tools like Mailchimp and WordPress email plugins, I crafted engaging newsletters at The August Co. The intention wasn't merely to dispatch emails but to ensure each interaction resonated with our customers. Actively seeking feedback, I aimed to create a meaningful exchange, utilizing insights to enhance both our products and website, fostering a sense of engagement among our customers. 

Here are some results we got from our email newsletter. 

I prioritized direct communication with our customers, engaging with them through social media and direct calls. Addressing their questions, offering assistance, and actively listening to their feedback not only strengthened our customer support but also provided valuable insights for continuous improvement.

Name: Monika

Age: 32

Gender: Female

Occupation: HR Manager

Income: ₹800,000 - ₹10,00,000 per year

Location: Mumbai

Monika is a dynamic HR professional who loves shopping and going out. Her role involves balancing corporate responsibilities and at the same time, she likes trying new clothes but she needs to wear clothes that are environment friendly and also comfortable at the same time.

She values clothing that seamlessly transitions from professional settings to social occasions, combining comfort and style.

Monika takes pride in her Indian identity and seeks fashion that merges traditional elements with contemporary design.

Her biggest challenge is Juggling between a demanding career and social engagements which requires clothing that is both practical and chic but it is difficult to find a brand online that offers completely eco-friendly clothing options and at the same time is classy.  

Monika prefers the convenience of online shopping, given her busy schedule.

She actively follows sustainable fashion trends on social media, relying on platforms for brand updates.

Reviews, testimonials, and transparency in brand practices.

The August Co.'s commitment to sustainable and versatile Indian clothing aligns with Monika's eco-friendly values.

The brand's emphasis on comfort and modern design suits Monika's professional and social lifestyle.

Our comprehensive content plan, backed by thorough research, fueled a remarkable 33% surge in engagement. 

SEO enhancements not only elevated our website traffic but also propelled our SEO score from 50 to 81. 

Strategic ad spending yielded positive results, with an improved ROAS ranging from 3.5% to 3.9%. Influencer collaborations successfully garnered attention, creating impactful content.

Our targeted email newsletters contributed to a substantial 40% increase in customer retention, emphasizing eco-friendly practices and brand impact.