Social Media Portal

Marketing the Florence Roby store front with digital marketing by Agency 51

Campaign name: Florence Roby website launch
Brand: Florence Roby
Regions: EMEA, MENA
Duration: 08/11/2016 to 26/12/2016
Channels: Email marketing, PPC, PR, social media and SEO
Budget: Five-figure sum


Social Media Portal (SMP): Agency behind the campaign

FR: Agency51

Florence Roby (FR): The brand (company it is for) along with the URL (briefly
Florence Roby has been providing luxury uniforms for the health and beauty industry for 60 years.

SMP: What regions is the campaign?

FR: From an organic SEO perspective, primarily the UK, but from a paid search perspective the regions covered Australia, New Zealand, United Arab Emirates, Bahrain, Qatar, Saudi Arabia, France, Iceland, Finland, Denmark, Norway and Sweden.

SMP: The official campaign name and why was it chosen?

FR: Florence Roby Website Launch. To alert customers of a new, fully mobile optimised website to facilitate the purchase of beauty uniforms for both corporate and college audiences.

SMP: What was the start and end of the campaign?

FR: 08/11/2016 to 26/12/2016 (on-going before January sale offers come in).



SMP: The target audiences of the campaign, who are you trying to reach and why?

FR: We are trying to reach Florence Roby?s existing customers whilst also trying to broaden their customer base. From a corporate perspective, we are targeting beauticians, salon owners, hairdressers and dentists etc., while from a college perspective, we are targeting those studying these disciplines.

SMP: Briefly, tell us about your campaign

FR: The Florence Roby Website Launch campaign has been designed to encourage brand awareness and facilitate a better customer experience by directing customers to a new, fully optimised website. This has been done by a variety of different digital marketing mediums including on-site and off-site SEO, PPC advertising, email marketing and social media.

SMP: What are the objectives of the campaign and why is it different?

FR: The objective is to increase brand awareness and encourage sales on the website as well as over the phone. This campaign is different because we are marketing a website rather than a specific product itself, and as such we are focusing on the new and improved quality of the interface whilst still maintaining the core message of high quality products.

SMP: What are the channels, platforms and methods you?re using?  

FR: We are using email marketing through Mailchimp to encourage orders, which is then shared on social media including Facebook and Twitter @FlorenceRoby We are also advertising with Google AdWords and are using tools such as Response Source to reach out to bloggers to talk about the beauty uniforms industry.

SMP: What do you hope to achieve?

FR: We would like to see a 25% increase in website sales over the next 12 months, plus a 10% increase in newsletter subscriptions. We would like to quantify brand awareness, which we will measure through domain authority. A value we?d like to increase from the current 20s to the 30s and through measuring the source of sales in Google Analytics.

SMP: What were the challenges in creating the campaign and how did you overcome them?

FR: There have been some website configuration challenges due to the teething problems with launching a new website on a different content management system. We are using Magento and as such are still waiting for some functionality of the site to be configured e.g. logins for college students. However we have overcome this by keeping our customers informed through email marketing and advising they keep on top of their college account through our telephone sales system instead.

SMP: How are you building loyalty with your ecommerce audience and what role does delivery play in this?

FR: We are using social media as a primary platform for engaging with our ecommerce audience by updating our Facebook and Twitter pages regularly with news updates, product launches and any other points of interest. These are also essential in delivering the brand ethos and in turn driving sales; for example we post web versions of any promotional mailers onto Facebook to drive sales.




SMP: What are you doing to measure the campaign and what measurement tools do you have in place to do this?

FR: We are using Mailchimp?s analytics to measure click through and open rates from our promotional mailers. We are using Google Analytics to measure website sales, sources of sales, and demographic. We are also using Google AdWords, which helps us to determine what people are searching for and which keywords convert into a sale.

SMP: What is the budget used for the campaign?

FR: With the development of a new website, this is a five-figure sum which includes digital marketing retainers, web development and media spend.

SMP: How are you making the campaign social and shareable?

FR: We are initially using Facebook and Twitter to engage with our customers and share with them any product launches, offers and other news updates. We are exploring other social media such as Pinterest and Instagram due to the visual nature of the products we are selling.



SMP: Are there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?

FR: We are not using any hashtags specifically for this campaign, however we have used more far-reaching hashtags such as #BlackFriday to further brand awareness.

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