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Cheeky Beach is a small swimwear business selling mid to high-end separates, and offers ‘Fabulously Embellished ‘Beach to Bar-wear’, from D-G Cup and sizes 8-16.
Brief
Cheeky Beach wanted an online presence that would build their brand and get direct sales. They wanted to do this by connecting with their target audience, building relationships and driving traffic to their website to get sales.
The campaign had to immediately connect with the right person at the right time. Being in a micro-niche market with well established brands, Cheeky Beach knew that they had to do something different from the normal business model.
Strategy
Cheeky Beach wanted to outsource the task of sharing the daily information on the social networks.
With a clear target audience and strong message to take to market, we utilised various social networking platforms, sharing information in the form of images, audio, video and content, and continuously using the key words that defined the products. This helped us to get to the target audience and build new relationships, over a 4 weeks period. On the 5th week we ran an email marketing campaign to existing and potential new customers to join the different social networks, to obtain the “special offer” by making a purchase via the online store.
Execution
The Twitter and Facebook pages were redesigned, to have brand and keyword continuity with the website. The next step was to understand, when the target audience were talking about “going on holiday” or “buying swimwear”, and both www.socialmention.com (who is talking) and www.trendistic.com (when they are talking) gave a great insight into the market. www.hootsuite.com then allowed us to track, test & schedule the right message at the right time to connect with the target audience.
Knowing that Cheeky Beach is a mid to high end ticket price product, networks like Qube, Nikki Beach, Decayenne and Juice Couture were a great source of influencers and potential customers.
For 4 weeks we built the client database up to 1000s of potential customers across the different social networks, and by simply linking the Twitter account to the blog on the Cheeky Beach website, this allowed people searching for “34DD Swimwear” in Google to also find Cheeky Beach on the 1st page. Being ranked 2.2 Millionth by Google, this did not stop Cheeky Beach from being on the 1st page of a Google search using this very simple but effective technique.
Week 5 we deployed the email marketing campaign and started to talk about the special offer on Twitter & Facebook, within minutes Cheeky Beach had a sale.
Results
Sales increased by over 300% from the previous months and then continued to reach the same level of sales for the next 3 months, until the next strategy was implemented.
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