It was no surprise that use of social media rose dramatically during lockdown and as a result, consumers were leaning on influencers and brands more than ever - craving conversation, entertainment and a degree of normality in order to pull through this climate. The team at George saw this an opportunity.
Their main goal was to reinforce the brand's position as a fashion go-to by providing styling inspiration and ideas for shoppers and ultimately reposition it within the fashion space, to one that people would happily tell others they’re wearing. They had a new, younger target consumer aged 25-44 in mind, who needed to see George as fashion relevant, stylish and well designed - all while maintaining a fun outlook.
Secondly, George wanted to use this time to grow its social presence online while showcasing its fashion pieces at amazing price points with a strong range of affordable basics. It was essential that customers had a positive and seamless shopping experience.
With George wanting to expand its reach beyond its core audience (+45) and establish its fashion authority online, we laser focused our social strategy to partner with influencers that would help them achieve this.
Stylist influencers were pinpointed as the perfect combination of social presence and fashion kudos that could give George the authority to enter this new fashion space.
As a stylist, vlogger and influencer, Charlotte Buttrick was identified as an expert who could up George’s style credentials. With an engagement rate of 3% and 50k followers, George could tap into her reactive audience and open up an opportunity to drive new traffic to George.com. Mostly prominent on Instagram, she’s popular for sharing fashion-first content. With 71% of Charlotte’s traffic coming from those aged 18-34 and 88% women (AV 535K impressions per post) she usually gets 35K-43K views in 28 days and her best performing videos are her styling and fashion ways to wear. Charlotte was therefore the perfect partner to create customised, on-spec branded imagery quickly and cost effectively.
We streamlined our strategy to focus on Instagram. We created quick, educational styling content that spoke to Charlotte’s audience to deliver the highest results for this particular brief, while tapping into a new feature on the platform: Reels.
By using Reels, the capacity for new exposure to content is exponential, so whether you have your own product line or want to sell your expertise, Reels is a fantastic way to do this. Combining Reels content with Stories also gives a way for shoppers to easily purchase the items featured. Collaborating with an influencer on a new feature helped us to get the best out of it, both learning something new along the way.
Content created by Hearst while working with Charlotte has contributed to an overall growth in George’s key metrics on Instagram in a 1-month period, George’s Instagram reach was up by +10.6K tapping into a new audience, and follower growth has continued to rise gaining on average 2K more followers per week.+††
Monthly Instagram reach
Swipes to shop
New followers per week
By tapping into the new Instagram Reels feature on @charlottebuttrick’s channel and George we saw a total uplift of 109K reach across all content alongside IGS to make outfits shoppable, with an average of 910 swipes to shop and averaging at 4%ER.††
We were able to see a brand uplift and attract a new target audience, building a buzz and driving traffic to George - we could see this from notable excerpts that centre on clothing looking stylish and feelings of surprise that the looks have been created using George@Asda: ††
- “@inthecityblogger: You make everything look so expensive and stylish Charlotte! Love it!!!😍”
- “@_mrsmegarry_: No way is this Asda!!! Amazing”
- “@Penny.how: The coat is really special - well done to you & Asda - a great pairing 😍😍.”
- “@Thetodd_: Love this Charlotte!! I would never have thought to look in Asda for clothes 🙈”
- “@fernandasfire: Wow, I’ll actually go into Asda for clothes now?!? Haha weird but awesome!”
- “@robyninsttyle: This look 😍 George at Asda is so underrated!”
To top it off the influencer campaign saw 96.8K impressions, 200K reel views on the George channel and the link to a shoppable showroom proved an easy, shoppable experience for consumers. ††
+Curalate data, July-Aug 2020