Overall objective  

Spice PR was tasked with a discreet campaign to drive engagement across the in-house social platforms of a luxury lifestyle brand to increase followers/reach and boost traffic to the online offering, as well as growing the brand’s wider audience and supporting sales. 

Our approach  

In order to ensure brand alignment across all the channels utilised, Spice PR conducted a review of the existing content, highlighting opportunities for enhancement as well as ways to minimise some of the evident risks. Following that we: 

• Set out a clear strategy detailing content pillars, frequency, tone of voice and assets required 

• Drafted content, tailoring for different channels, whilst fully utilising all existing material to ensure efficiency and brand alignment   

• Set up the brand’s channels on our own scheduling platform for ease of management with a simple approval process providing oversight  

• Ensured content referred to/tagged existing/potential partners where appropriate 

Results    

The strategy yielded strong results, with the comments and engagement testament in themselves. The alignment across channels ensured a consistent tone of voice with other customer touchpoints and the content plan reduced some of the risks posed previously.   

The results illustrated raised awareness, with metrics including: 

• Increase of 99.1% in accounts reached on Instagram, from previous comparable period 

• Strong engagement, with first post of the campaign at nearly four times the industry benchmark for good 

• Re-engaged customers that had been out of contact 

• Directed traffic and sales, with a test case provided as a model to support future partnerships/growth  

• Expanded audience beyond existing followers 

• Created a simplified format for ease of management across channels whilst still ensuring appropriate tailoring 

• Showed which content works best on different channels, to support planning and development 

• Utilised more video content which proved popular 

• Highlighted/supported existing high profile partners, with one commenting online: “Love it!” 

Spice PR offers a range of social media services; from implementing strategies and content plans for in-house teams, to running multi-channel accounts for international brands.  Further examples of our social campaigns are available on request.