Urbanity tell it cause it’s yours marketing campaign
Tools used
Adobe Premiere Pro, Lightroom, Photoshop, After Effects
Google Analytics
SEMRush
Marsello CRM
Excel
Skills Used
Market Research
Content Marketing
Email Marketing
SEO
Data Analysis for Optimization
Videography, Photography
Client: Urbanity — Streetwear fashion boutique with brick and mortar and online storefront.
Challenge: Increasing website traffic to Urbanity’s new website.
Approach:
Urbanity had taken its first steps into e-commerce and needed to develop more traffic to its site to increase online revenue. The marketing problem was a lack of awareness. Therefore, I developed and executed a campaign informed by research targeting organic channels.
The campaign was coined “Tell it cause it’s yours” as the strategy aimed to build on community and invite fashion-minded consumers to express themselves with Urbanity as an enabler.
I weaved content marketing, email marketing, and SEO together to create a holistic approach to messaging and communications. I created weekly social content, developed a content series informed by the segment’s values, and aligned content with weekly Nike x Air Jordan releases.
I had to get resourceful due to low resources; therefore, I repackaged creative into multiple channels and used SEO to optimize messaging across channels. This strategy reinforced the brand’s presence across multiple consumer touchpoints.
I also created blogs to support SEO for the website. I used photography to create assets for the website, and composited product photography to create banners.
Throughout execution, I optimized the deliverables and my approach to improve the efficiency and ROI of our efforts. Performance was monitored biweekly, and tactics were adjusted or modified based on the performance of key metrics.
Working on organic growth along with an agency running Urbanity’s paid media efforts resulted in improved website traffic, improved online revenue, and greater leverage of Urbanity’s organic channels.
The campaign highlighted that a resource-lean, integrated marketing strategy can profitably expand awareness and improve e-commerce sales for small business luxury retailers.
Results
6.7x gain in online revenue
2x gain in average active users
10x improvement in organic impressions across social media channels
campaign execution
social media reels
build a fit content series
I shot and edited the “Build A Fit” content series where the sales staff weaved target products or brands into outfits. The content built on Urbanity’s branding and the campaign’s strategy in positioning the shop on culture.
promotional reels
I also shot and edited more promotional reels to support short-term sales goals.
event content
I covered the brand’s presence as a sponsor at a Madden Tournament hosted at the Microsoft HQ. The deliverable made the rounds through stakeholders and was reposted on their accounts.
I also took initiative and covered Sneakercon on behalf of the brand to get the brand in the conversation with a highly relevant niche.
long form branding content
I shot longer content with the sales staff to invite Urbanity’s audience to express their fashion beliefs and support the brand’s positioning on culture.
lifestyle & product photography
website assets
I assisted in creating website assets through lifestyle and product photography.
email & blog deliverables
Rich media emails, repurposing content through other channels
I enhanced the email marketing with rich media, and weaved hero content into other channels to hit multiple consumer touchpoints.
Optimization
optimizing deliverables
The shop had gained a new sales tier that brought in a product with unparalleled demand. Therefore, I pivoted content and SEO efforts to support the awareness of the new line. I cut down on low-performing tactics and doubled down on well-performing ones.
This optimization process led to a considerable improvement in impressions. Website traffic and sales also rose in correlation.
