Nine west
A brand that stands out
Client
Nine West
Category
Digital Marketing
Service
Strategy development, paid media and design and creative.
BRAND OVERVIEW
Nine West 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, and in case that the audiences didn't make the digital purchase, still, they would have in mind the brand and its products for a future 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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Advertising 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 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.
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.
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