Radley was born in the heart of London in 1998. With its roots in vibrant Camden Market, the brand has evolved into a British icon of affordable luxury. The Radley campaign was about rejuvenating a brand that was identified as being tired and out of date to the younger fashion forward audience, and recruiting them over to the Radley way. Over the course of the AW15 campaign Chalk Social leveraged the new customer profile to increase social ROI to over 1,100 per cent and recruited the next generation of consumers to the brand.
Brief
The Radley campaign was about rejuvenating a brand that was identified as being tired and out of date to the younger fashion forward audience, and recruiting them over to the Radley way. The social focused Radley AW15 campaign was about leveraging the new customer profiles to increase social ROI and recruit the next generation of consumers to the brand.
The task needed to be carefully balanced to ensure we reached the younger and more fashion forward audience without alienating the existing Radley consumer. Highly relevant targeting was applied across Facebook, Twitter and Instagram to provide a hugely successful campaign that reached over 4 million women aged 25-54.
Chalk Social utilised Facebook Custom Audiences to create tailored audiences and social listening studies to identify core topics of conversation to engage users in the right place, at the right time. To exhibit the new collection and facilitate the best user experience possible Chalk Social leveraged new to market formats and platforms that were engaging but non intrusive. Driving over 30k new fans on Facebook and 6k new followers on Twitter and generating a 1,400 per cent uplift in revenue from social channels over the course of the activity, it was a hugely successful campaign.
Strategy
Creating a matrix which addressed copy and creative directly relevant to our target customer segment ensuring each ad viewed was highly relevant across both fanning and sales activity.
Procuring a wealth of campaign imagery, Chalk Social worked with the brand to develop their ‘blogger style imagery’ to appeal to the younger demographics, exhibiting the product with native imagery to a more digitally savvy audience. However, they also sustained the reflections of classic English traditions as a heritage brand.
Chalk Social wanted to make sure that the images were visually appealing for a demographic of new users that consume media at a rapid pace. In order to meet the dual campaign goals established, they utilised Facebook and Twitter platforms to drive both traffic to the site and new fan acquisition. Chalk Social engaged consumers on Facebook and Twitter with high impact and new to market ad formats to ensure maximum cut through. These formats allowed us to show a variety of the latest collections which increased both engagement and clicks through to purchase.
From the classic Radley bag, to the new contemporary style, the Radley AW15 collection was a ‘must have’ to any fashion conscious woman. Targeting had to be granular enough to reflect the profiled audiences and interests, whilst encouraging growth of their consumer base.
Before they began activity Chalk Social ran a social listening exercise to identify the audience and understand what the consumer was saying about the brand. This allowed them to identify several key points of focus including key competitor brands to target, ‘Fashion essentials’ messaging, fashion influencer targeting ie Fashion publications, bloggers, journalists and fashion houses.
To cost effectively grow the fan base Chalk Social targeted lookalikes of the existing fans. Fans of the Radley page drove the highest ROI across all segments and therefore they continued to feed into the prospecting pool to increase overall ROI across the duration of the campaign. Chalk Social then looked beyond the existing customer profile to recruit consumers targeting competitor brands, beauty and fashion brands, celebrity style icons, and blogger followers. Existing fans and custom audiences of Radley’s existing purchasers were the most valuable audiences to drive purchases. Chalk Social then created Lookalikes of each of these segments to ensure they were reaching users who had yet to purchase from the brand but had a close affinity to their existing customer base. At key events throughout the year they leveraged third party data segments such as ‘Likely to make indulgent purchases’ to prospect new customers with ‘treat yourself’ messaging which increased the average basket price by 30 per cent.
Execution
On Facebook Chalk Social began by inviting users to become a Fan of the page, they later targeted the fan base and other relevant audiences with link page posts, video posts and multi-product images which were served seamlessly into users’ News Feed. Chalk Social encouraged users to discover the range and explore the products within the post itself, as previous campaign results revealed that consumers were 20 per cent more likely to purchase if they had additional information about the product range available before going to site. Twitter allowed them to reach users who were talking about fashion in real time and invite them to follow the brand. Chalk Social then targeted them using website cards and multi-image tweets to encourage users to visit the site to purchase.
Result
Through these social campaigns for AW15 they increased the Radley fan base by over 30 per cent. 80 per cent of these new recruits being the new fashion forward audiences they desired and the remaining 20 per cent being lookalikes of their existing core audience to continue to drive a strong ROI.
The ROI from activity increased from 63 per cent to 897 per cent across all social channels. With a maximised return from social fans, this became a core objective in the run up to Christmas. As such the ROI from fans reached over 1200 per cent during the course of activity.
As momentum built Chalk Social saw results exceed targets and delivered an ROI of 1100 per cent in the month of December.