GRACE LOVES LACE
Multi-Channel Launch Strategy.
Integrated Brand, Digital & PR Campaign.
Project Management.
Grace Love Lace’s new bridesmaid range presented an exciting opportunity to reach a new target audience - a younger demographic not yet in-market for a wedding dress (the brand’s core product) to the brand for future consideration. The product was priced to compete with popular occasionwear brands, and creative direction portrayed the range as ambiguous multi-occasionwear so as to not pigeonhole the product. The campaign’s positioning strategy cultivated entry-level purchasers and created future brand fans. We launched with a record breaking social competition and lead-gen campaign, carving a new profitable target market for the brand.
Services July 2017 - March 2020
Initial lead-gen campaign data found that 95% of new email subscribers were “looking for party dresses”. With this, we quickly re-worked the comms strategy to position the product as occasionwear.
Updating the key messages to:
“Bridesmaids dresses you’ll (actually want to) wear again”
and
“The perfect party dress doesn’t exis--”
Finding the right audience in the right place.
We knew our younger target demographic would be easiest to connect with on social media, in particular, Instagram. The campaign launched with an Instagram giveaway-per-day, each post revealing a new look from the range (and breaking engagement rate records). This was supplemented with an additional giveaway hosted in an email campaign to acquire leads and data. Overlaying look-a-like audiences from competition email sign-ups with in-market competitor brand targeting, the results were right on the money.
Agile marketing means reviewing data streams as soon as they come in and having plans to tac right or left based on the results.