THE ORIGIN STORY
Mia, the founder of start up fashion label, Lady PWRZ, engaged SZN Social prior to their launch in March 2023 to develop a general marketing strategy and launch campaign.
Mia had strong skills in design and visual creative elements, however, this was her first foray into business and she didn't have any experience with marketing and social media from a business perspective.
She was looking for someone to develop a clear strategy to help with the launch and initial growth of the brand, as well as, a specific launch campaign to create hype and build an audience to ensure product sold once the first collection went live.
SERVICES ENGAGED
PHASE 1 - STRATEGY
2-Day VIP Strategy Session
Launch campaign development
PHASE 2 - IMPLEMENTATION
Guerilla PR activation management
Social media content creation
Ongoing strategy consulting
Shopify design and copy
Influencer event production
Email marketing
Paid ads creative and management
STRATEGY OVERVIEW
FOCUS
General Marketing Strategy Focus
Specifically on the launch and first 6 months of the business
GOALS
Create a wave of brand awareness in the niche fashion community to launch the brand in the right space.
Get initial momentum on sales and growth
WHAT WE COVERED
Brand strategy (positioning, audience, key message)
Social media strategy
Influencer partnerships
Strategic collaborations and relationship building with other creatives
Organic PR
Leveraging events and activations
Launch Campaign concept development
LAUNCH CAMPAIGN
GOAL
Get the biggest organic wave of brand awareness in the niche target audience in the 6 weeks leading up to launch
Build an audience and waitlist prior to launch
WHAT WE DID
Guerilla brand activation at Melbourne Fashion Festival (MFF) - video recap
Style influencer partnerships at MFF
Position the product for press features at MFF
Website and waitlist set up
Social media content creation
Live launch event on IG
AUSTRALIAN FASHION WEEK CAMPAIGN
Hosted a 45pp influencer social event in Sydney during AFW with Lady PWRZ as the feature brand
Consulted client on strategic influencer and style partnerships for AFW to increase social media and press features
RESULTS
Noting: We only had 6 weeks to pull the brand launch together from scratch and the client had a very small budget (there were no paid ads and no paid influencers).
Numbers
0-1500 organic Instagram followers in 6 weeks
50 orders in the first 24 hours from the Live IG launch and waitlist (no paid ads)
Sold out 4 of 6 colourways from second collection (hoodies)
Featured in Vogue, Harper's Bazaar, Fashion Journal, Daily Telegraph, Refinery 29, Pedestrian TV + more
Featured on 30+ different creator social accounts during AFW 2023
Key influencer brand awareness
Hoodie worn by Young Franco and his touring team at Splendour 2023 (incl. on stage)
Hoodie gifted to Benee for Splendour 2023
Featured on 30+ different creator social accounts during Aus Fashion Week (AFW) 2023
Glasses worn by celebrity Stylist Jamie Azzoppardi to AFW (featured in multiple press outlets)
Bag and Glasses worn by Fashion Week regular Lexi Mossop at MFF, MFW and AFW (featured in multiple press outlets)
Worn by model Reagan Baptista at AFW (featured in multiple press outlets)
Glasses and bag by runway model Renata Liu at AFW (featured across niche media)
Cap worn by indigenous creator Allira Potter front row at MFW
Earned Press:
Harper's Bazaar
Daily Telegraph (via Jamie Azzoppardi)
Broad Sheet
Pedestrian TV
Aus Fashion Week recap here
........
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