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During my time at Essense Designs, we launched a new bohemian bridal label called All Who Wander. For this launch, our social team completed a competitive analysis of other boho bridal labels, pulling examples of what the term 'boho' meant to us. Using this research, we worked as a team to put together an influencer strategy for content creation and promotion during the brand launch. Additionally, our social media team worked to put together local photoshoots to ensure we had a variety of content to post once the label launched.
Prior to launch, a few key tactics included:
Creating a variety of paid social ads to run on Facebook and Instagram with a goal to grow the following to 10k prior to launch day
Organizing a launch party with influencers and our retailers around the globe
Planning and working ahead on social media posts, stories and contests to continue the excitement and participation after the launch party
Writing content pieces and putting together quizzes for the blog to help the SEO team meet their content needs
Key stats from the All Who Wander launch:
On launch day, the Instagram following was at 25k, which was 15k over the goal we had set
As of today, the account has 50k followers
All Who Wander generated 249,045 Instagram impressions within the 24-hour launch party
During the launch, Instagram influencers posted with custom content featuring the new gowns, generating 2.2 million impressions
During the 24 hour launch party, our social team was able to drive 12,950 sessions to the website with a 15.4% conversion rate
Additional stats from my time with Essense Designs:
Our social media team grew the total social media followers to 700,000+, up 51% year over year
We maintained an average Instagram engagement rate of 3.31% - which is well above the competitor average of .50%
We generated 382,751 website conversions from social media, up 124.6% year over year
