Aleem Yusuf Content Strategy & Production
Case Study: Email marketing strategy, social media strategy, ad campaign planning and yearly communications plan for an international fashion designer. Content was created for all channels on a monthly retainer.
THE BRIEF
Aleem required a full digital refresh across website, blog, social and email marketing. This included a new strategy and direction on which key messages to convey.
At the time of COVID-19, the wedding industry was struggling and as this was Aleems primary business function, he was looking for ways of ensuring that his audiences knew about his other areas of work including haute jewellery and homewares. However, we also had to consider how we could maintain the forefront of consumers mind for couture and wedding gowns as there was an end to lockdowns fast approaching.
Aleem wanted his brand to be more well known, although he is highly regarded in the couture industry, we needed more consumers to be aware of his credentials, ethical business practise, connections with celebrities and presence in both Melbourne and Paris.
THE WORK
STRATEGIC BREAKDOWN
We undertook a large strategic process, including many consultations, hours of research and a compilation of strategy presentations. We dove into organic social strategy, paid social ad campaign strategy and email marketing strategy. Once we were clear on our objectives here, we created a 6-month marketing plan, which considered the content and messages that needed to be most prominent in market throughout COVID-19 lockdowns ending in 2021, the busy wedding period of Janurary and onwards..
SOCIAL CONTENT
Once the strategy was locked in, we worked through 6 months of content across all channels, referring to our brand book and tone of voice document that was previously created by MJS to ensure consistency in styling.
Social content was divided into four pillars; about us, about, you, value and promotion. These pillars allowed for a series of animated posts, reels, carousels, stories and statics which touch on different areas of Aleem’s work. Through testing and learning, we found that high-performing content often included behind-the-scenes of Aleem, his journey, garment construction and his sustainable practice.
Each month we also conducted a “what’s new” test to see how we can continue to improve brand engagement over time by trying new things. These included partnerships with other wedding-related businesses like venues and giveaways. We also promoted the blog and email signups.
Social campaigns changed each month and were reflective of products that were most relevant for the time. Throughout the 2021 Christmas season, we focused on Haute jewellery and homewares. Moving into January, a higher focus on event and wedding consultation bookings was needed. Campaigns differed from organic content as they leveraged more direct language and clear calls to action.
EMAIL MARKETING
Emails were primarily a promotional tool for consultations, gift purchases and referrals to family and friends. They leveraged stunning imagery and graphics with short, sharp copy and call to action to encourage users to explore more within the Aleem Yusuf website and online store. Emails were sent out weekly and each reflective of the content published on other channels for that week.
BLOG POSTS
The online journal is a space for Aleems loyal customers and industry peers to connect and bond with his brand. The journal focuses on behind-the-scenes information and dives more deeply into couture-related content.
The blog is about providing interesting information and value to readers, to help them in connecting with the brand rather than promoting sales. Topics included more information on Aleem and his credentials, garment creation, and connections with both Melbourne and Paris. Blog posts were published weekly and promoted through social and email marketing.
