We’ve always served a wide variety of sectors here at Twentyone, but 2017 saw us take on our first ever fashion brief: Bucks Couture. A revolutionary men’s urban fashion brand, the team at Bucks Couture approached Twentyone having been disappointed in the performance from their previous campaigns. The initial brief was simple: we were to increase brand awareness and consumer engagement via managed social media campaigns. However, once they saw what we could do, Bucks Couture quickly expanded our remit to include paid social and paid search (PPC) campaigns to drive sales of their athletic-inspired streetwear.
Bucks Couture is more than about just selling clothes: it’s a lifestyle, and this idea was the driving ethos behind our approach. We started by analysing Bucks Couture’s existing digital presence and marketing campaigns, identifying the key reasons behind their poor performance. Improving the targeting of both their paid and social campaigns was quickly established as a core priority of ours, so our very next step was to carry out extensive market research, including a detailed breakdown of their young male target demographic. We then used this information to craft and implement a tailored Google AdWords campaign, as well as a completely bespoke social media strategy to ensure that Bucks Couture was posting engaging content on a daily basis.
For the Google AdWords (PPC) campaign, we refined the keyword targeting so that the ads were better focused on our newly-defined key demographic. Alongside this, we removed poorly-performing keywords and ad groups that weren’t driving any clicks to the website, switching the emphasis to the more successful keywords to drive a consistent stream of web traffic, and reduce Bucks Couture’s cost per acquisition.
Meanwhile, a pivotal aspect of the social media strategy involved overhauling the client’s Facebook advertising. This encompassed not only improving their aesthetics – which were revitalised by our in-house graphic design team – but also implementing the correct Facebook tracking pixel, and improving their targeting. We also created several brand-new carousel ads, which use multiple images that customers can scroll through at their leisure. (Our research had shown that these were vastly more effective in driving traffic to the website rather than ads with single, static images.) With these changes, we were able to turn Facebook advertising into a top source of traffic and revenue.
We got off to a great start with the results of the social media campaign, earning 1500 followers in the first three weeks across Bucks Couture’s various social media channels. Within only a few more months we’d more than doubled the traffic to the client’s website from social media, with a corresponding rise of 460% in social media revenue. With the benefit of improved targeting, the PPC campaign saw similar success, leading to a 600% growth in website transactions.
As of now, Bucks Couture’s audience is steadily continuing to grow, in line with the expansion of their men’s urban fashion range. Following the results of these campaigns, they’ve now entrusted Twentyone with additional responsibilities, including management of their email marketing – and we’re already working on some exciting ideas there, too!
Sam Fletcher, our head of agency, commented: “For every one of our clients – whatever their sector – our very first step is always to deliver a solid strategy backed up by a clear, logical rationale. As we put this strategy into action, we then use Key Performance Indicators to measure the success of our approach, and keep the client in the loop with regular reporting throughout. This transparency is one of the things our clients like most about Twentyone, and it’s a very central principle to the way we work.”
Our work for Bucks Couture is a perfect example to demonstrate how several of our core services can neatly complement each other. Social media and paid search are far from the only two we offer, though: our service offering also includes Web Design, Web Development, Search Marketing (SEO), Conversion Rate Optimisation and Digital Consultancy. Just drop us a line on firstname.lastname@example.org or by calling us on 01254 660 560 to find out how we can help you make it on the web!
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