THE CHALLENGE
Create an online presence in a crowded fashion market
The source deck describes a retailer with no established online presence and no website, competing in a busy fashion category. Social channels had to build familiarity while creating a practical route to conversations and orders.
PROJECT OBJECTIVES
- Increase brand awareness
- Generate online sales conversations
- Support visits to the physical store
THE STRATEGY
Build the relationship, then weight activity toward sales
Facebook and Instagram were selected as the core channels. During the first six months, the documented budget split balanced awareness and sales; later activity shifted toward sales while retaining an established audience base.
Establish a recognisable presence
Use consistent social storytelling to introduce the brand and make its style familiar to the target audience.
Create an emotional connection
Shape content around the role fashion plays in the customerโs day instead of relying on isolated product posts.
Shift investment with maturity
Move from a balanced awareness-and-sales mix toward a more sales-weighted programme after the audience base developed.
SOURCE-REPORTED RESULTS
What did the project deck report?
Figures are reproduced from the original project case-study deck supplied for this site and reflect the reporting definitions and timeframe used in that deck. They are presented as source-reported figures, not independently audited results.
FROM THE SOURCE FILES
Source overview and reported results
The supplied portfolio did not include a separate TA VIE creative gallery, so this page uses the original overview and results pages as evidence and avoids inventing campaign deliverables.
WHAT THIS SHOWS
The useful lesson
When a retailer starts without a website, social content, community conversations and a clear order route have to be treated as one operating journey.
