Anne Klein
A classic brand ready
for new audiences
Client
Anne Klein
Category
Digital Marketing
Service
Strategy development, paid media and design and creative.
BRAND OVERVIEW
Anne Klein watches, already had a client base as the brand had been in the Mexican market for more than 10 years. Its advertising consisted in traditional marketing campaigns made in alliance with commercial partners, the sales of watches were made in physical stores. The development of this strategy was done shortly after the migration from product physical sales to selling the product in digital platforms.
STRATEGY
GOAL
Increase sales and gain new digital audiences with the development of a digital marketing strategy.
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OBJECTIVES
Drive brand visibility to both on brick-and-mortar stores and partners marketplaces.
ROLE AND TIME
Digital Marketing Manager.
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Date.
2017 - 2018
RESPONSIBILITIES
Development of the digital marketing strategy end to end, reporting results to senior management.
INPUTS
My experience in digital marketing, project management and visual design.
BRAND AWARENESS
This digital strategy created brand recognition so that the audiences in case of not making the digital purchase would have in mind the brand and its products to make the purchase in physical stores.
CONTENT CREATION
Besides planning and developing the digital marketing strategy I was responsible of:
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VISUAL DESIGN.
Produce the product photographs and designing the artwork, all with the purpose of delighting customers to drive them to make the purchase.
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COPYWRITING.
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Editorial notes and copy, and product cards to upload to e-commerce portals. The copywriting was done taking into account the keywords to achieve higher conversions and the call to action showed the different promotions of the products.
SOCIAL MEDIA MANAGEMENT
This marketing strategy was focused on seasonality leveraging.
I executed organic and paid campaigns with commercial partners and the google network, in order to improve customer retention and gain new audiences.
The content calendar for each digital channel was made based on the most important seasons of the year such as: Mother's Day, Valentine's Day, Christmas, New Year's, among other holiday seasons.
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To keep regular customers engaged and attract new audiences, the digital content showcased the brand's personality, best-selling products and new collections of each season.
CAMPAIGNS
This strategy included organic and paid content. The investment was made in the social networks of the company's business partners, in google and in 2 digital magazines whose audiences were the brand's target audience.
TRAFFIC
All the digital campaigns sent traffic to the e-commerce sites of the department stores: Liverpool, Sanborns and Sears, plus they create the recognition of the brand and its products.
ORGANIC SOCIAL MEDIA
Organic social posts were made on the e-commerce portals of the business partners and in their social media: Facebook, Twitter and Instagram.
MAGAZINE ADS
Billboards, sticky ads and box native display ads, were high-impact formats to achieve higher conversion rates, so those kind of ads were launched on the websites and social networks of ELLE and QUIEN magazines, distributing the investment in 500,000 impressions. The choice of these media was made because these publications were visited by the target audience, having 15 million visits.
MAGAZINE NOTE
In addition to the display ads, an editorial note was published in the style section of QUIEN magazine, with the goal of creating brand awareness and show brand's personality, highlighting the qualities of the watches, their designs and the new collections of the season.
SEM STRATEGY
A SEM campaign was made on google with display, shopping and video. According to customer's journey and their intent and likelihood to complete valuable actions for the business, I did the ads segmentation based on demographic data prioritizing location and device.
Location of customers was important to match it with the location of the department stores nationwide in case they wanted to make their purchase in physical stores instead of shopping in the digital channel.
TRAFFIC
Traffic was sent to e-commerce portals: Amazon, Linio and Privalia.
CTR
This campaign achieved a CTR of 8.46%
OPTIMIZATION
The campaigns were optimized by being specific in the ads:
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Including keywords in the titles and descriptions.
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Showing relevant ads according to the target audiences' searches and relevant queries in the fashion watches market.
PROJECT IMPACT
The business results obtained with this paid and organic digital strategy were: improved brand recognition, a delightful visual design and new audiences reached, that contributed to an increase in sales of 20%.
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The succcess of the strategy was achieved by planning and executing a digital strategy that was connected to the emerging e-commerce platforms and which goal was sent qualified traffic ready to make a purchase and the strong alliance with the digital area of our business partners achieved through good communication and relationship building.
+ SALES
By mixing sales and marketing strategies efforts.
+ AWARENESS
Achieve people familiarity with the brand.
+ VISIBILITY
Boost brand visibility to drive an increase in sales.
+ RELATION
Improved relationships with business partners