I assure you, I don't have an easy job... For the sake of our readers, I sometimes have to tackle terribly austere and boring subjects such as fashion, decoration, video games or even. JEWELRY! You know me, so it is without any enthusiasm that I present to you this new client case, dedicated to the launch of the superb brand Les Georgettes with Enora, digital project manager, who agreed to answer my questions.
The birth of a brand November 2015. A new brand is born: Les Georgettes , a collection of customizable jewelry thanks to interchangeable leathers. It is based on an original concept that allows you to change or reverse the removable leather lining and thus customize your jewelry according to your outfit! With nearly 15,000 possible combinations, it's hard not to turn the heads of fashionistas.
First step, acquisition objective Launching your e-commerce site just before Christmas requires having a fairly strong shopify website design acquisition policy . This is the first essential step to expanding your fan base as well as your customer and prospect base.
That's why Les Georgettes organized a winning moment as their first operation. With losers automatically encouraged to share in order to play again, it was the viral mechanism needed to grow their nascent community .
Four cuffs were up for grabs. The losers received a promotional code as a consolation prize. An excellent way to motivate people to make a purchase once the game was over.
We wanted to boost our visibility at this crucial time for the jewelry world. The winning moment was very beneficial, especially for this objective of rapid acquisition and to generate sales during this key time. The progression of branding It was once the first acquisition bases were laid that Les Georgettes proposed operations rather dedicated to strengthening their brand image. The good idea: position themselves as experts on the occasion of Valentine's Day, by advising men through a media vote :
Our aim was to guide men in their choice of gifts with themed boxes, such as the romantic, the rocker… As we offer truly customizable jewelry, we had the feeling that men could sometimes be a little lost. In hindsight, we can conclude that our approach was the right one given the success of this operation.
They then organized two operations on the occasion of two major e-commerce highlights: an Easter egg hunt and a photo contest for Mother's Day.
In order to immerse the visitor in the world of their brand, Les Georgettes played customization all the way for their hunting mechanics ! Indeed, the 3 eggs had taken on the patterns of the bracelets. And the cherry on the cake, instead of being static, they were made into animated gifs (think about it because honestly, the rendering is super cool!).
We loved the egg hunt. Everyone found it very original and fun.
An original hunt and above all totally integrated into the brand’s graphic charter.
A mother-daughter photo contest to assert their attachment to the brand.
The photo contest, based on the complicity between mother and daughter, allows the Georgettes to bet on the strong potential of the ambassadors already present in their community . And it's a hit:
As soon as the contest was launched, I received a lot of notifications of photos to validate. However, it is a really involving operation, much more than a winning moment where you just click on a button. The bet is therefore successful, the community has grown, the ambassadors are getting involved and speaking out. But that's not all. In almost 6 months, Les Georgettes have qualified 27% of their fan page and have an incredible opt-in percentage . An excellent first step towards the future...
A progressive strategy While the successes in terms of marketing operations are there, the energetic team of Georgettes does not intend to stop there. It is in particular with their account manager, Alicia, that they are still refining their use of SPREAD.
| 
发表于 2024-10-31 13:40:04
