Taking its creative inspiration from quirky London landmarks such as Camden Market (the company’s birthplace) ANGELEYE Fashion offers a unique perspective on contemporary styling and everyday fashion.
ANGELEYE combine their understanding for current trends with their desire to allow the modern woman to feel both feminine and confident through their products.
Having previously increased organic revenue and transactions through the use of personas, we were ready to go even bigger with the next campaign, with our primary goal to raise brand awareness and increase site referral traffic to specific product pages. We decided to approach this in the form of a sponsored influencer marketing campaign, promoting ANGELEYE’s wide selection of wedding guest dresses. Our KPIs included a 15% increase in Instagram referral traffic, driven, qualified traffic to the site and a 20% increase in ANGELEYE’s Instagram following.
After using specific tools, such as Social Blade, to find an influencer who suited ANGELEYE’s image 100% and had a great organic and engaged following, we got in touch with ‘The Silver Mermaid’, an Instagram account run by influencer Katie. The overall audience reach of Katie’s Instagram channel is 47.7k, with an average engagement rate of 3.70%.
Our requirements for Katie, in exchange for four gifted dresses and a sponsorship fee, was to produce dedicated Instagram stories (marked with AD) which would showcase the ‘influencer top five picks’ of products from ANGELEYE, grid posts featuring her gifted products and an IGTV story. The stories would also feature the ‘swipe up’ link to allow viewers easy access to buy the products online.
We used trackable links so that we could measure the traffic being generated. The content created by Katie, using ANGELEYE products, could also be re-used in future re-targeting ads to continue to share ANGELEYE’s wedding guest dress messaging.
To put the below stats into perspective, the average Instagram user has an engagement rate of 5%. Any engagement rate above that, combined with a high number of followers, suggests that the content is being viewed by a larger quantity of highly engaged followers. This is the overall percentage of users that consecutively viewed The Silver Mermaid’s content featuring ANGELEYE.
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