Desigual

How does a fashion brand maximise the reach and engagement of its New Year campaign?

Challenge

Extend the impact of a New Year campaign and boost audience engagement.

Solution

Used Promoted Accounts and Promoted Tweets to scale its follower base and amplify the reach of its TV commercial.

Results

  • 762% increase in followers in 1.5 months
  • 7.45% peak engagement rate

  • #1 organic trend for 24 hours

Tweet

Desigual (@Desigual) was created in 1984 with the purpose of dressing people in a different way, generating positive feelings with clothes. Today it is a truly global fashion brand that emanates positivism, innovation and fun. With a presence in 72 countries, @Desigual focuses on fun in its communication with customers, through its campaigns, parties and shows, breaking all barriers between the brand and its audience.

The challenge

Leading to the New Year, Desigual Spain (@Desigual_ES) launched an integrated marketing campaign using the hashtag #tengounplan (#ihaveaplan) to drive brand awareness and sales. The brand wanted to find a different way to maximize the reach of its campaign and boost engagement with its audience.

The solution

At the core of @Desigual_ES’s campaign were three TV spots featuring three different women talking about what they were going to wear while outlining their plans for the upcoming year. The ads’ aim was to reflect the @Desigual brand by depicting women as fearless, joyful and celebrating life.

@Desigual_ES made sure to integrate the #tengounplan hashtag in its TV ads and outdoor ads to help it organize online conversations across social media platforms including Twitter, Facebook, YouTube, Pinterest and Foursquare.

To ignite conversation, @Desigual_ES asked its audience what their plan for the upcoming year was and retweeted the best answers. Users started to engage immediately with the campaign by tweeting their own personal plans for 2013 always using the hashtag #tengounplan.

To ensure it reached the largest possible relevant audience with its campaign, @Desigual_ES used Promoted Tweets in search and in timeline. It targeted users interested in style and fashion, its followers and users like its followers, as well as users searching for specific keywords like “2013”, “objetivos” (goals), “desigual” and “moda” (fashion). Tweets were also geo-targeted to users in Spain.

To ensure its Tweets were not only engaging, but drove sales, @Desigual_ES used a mix of product information and fun content to drive in-store and website visits. It made sure to embed images of the items worn on its TV ads to excite consumer interest, along with links to its online shop where they could be bought.

And finally, when the New Year arrived, it used Promoted Tweets to announce the launch of its new TV spot, where the main character’s script addressed the huge buzz that had been developing across social media channels in the previous week.

Using similar targeting criteria, @Desigual_ES used Promoted Accounts to grow a community of followers likely to be interested in its brand.

“The campaign far exceeded our expectations. Thanks to Twitter we could reach more people and opinion leaders interested in our brand. The campaign began on television, but grew and exploded on Twitter, amplifying our coverage. The flow of conversation was awesome. We could see as the public came to the brand and interacted with it ​​through Twitter, receiving many mentions and Tweets with the campaign hashtag. To achieve this it was important to include the hashtag at the beginning of the ad. We also had the first spot answering social networks with a fourth ad that aired exclusively on 1 January. Furthermore, all the items featured in the ads sold out in stores.”

Cristina RiusGlobal Community Strategist, Desigual

The results

During the campaign, @Desigual_ES saw a 762% increase in followers, with its Promoted Tweets reaching as high as a 7.45% engagement rate and resulting in four times more engagements than the original target.

Brand mentions on Twitter grew by 1000% and #tengounplan trended organically for 24 hours. In fact, the items shown on the TV ads and Promoted Tweets sold out immediately.

Not surprisingly, brand awareness doubled following the campaign with 2 in 5 of the people exposed to it claiming they would visit a @Desigual_ES store.

Finally, the campaign led to strong media coverage, with key publications like @ElHuffPost, @diariomallorca, @Ecoteuve, @ABC_es, fans and non-fans welcoming the brand, discovering it and voicing their opinions.

3 keys to success

  1. Create an effective hashtag.
    @Desigual_ES created a clear, concise yet memorable hashtag, so that customers could easily recall it. It tightly integrated its hashtag, #tengounplan, with all other marketing activities including TV advertising and outdoor. Learn how to choose a hashtag.
  2. Amplify the reach of your content.
    @Desigual_ES used Twitter to amplify the reach of its TV ads. By adding a hashtag to its TV ads and featuring these commercials on Twitter, @Desigual_ES extended the life of 30-second spots.
  3. Be yourself, be authentic.
    There’s no need to be overly formal on Twitter. Your Tweets should reflect the individuality and personality of your brand. @Desigual_ES reflected its spontaneity, fun and positive character in its Tweets.