I was originally recruited by Wingz in 2012 as a copywriter and blogger.
I was commissioned to write weekly blog posts but my role soon evolved to cover social media management, blogger outreach and customer service via the Facebook page. Wingz Fashion is a small family run business with a small budget for advertising and promotion. They have always sold predominantly via eBay and Facebook but were keen to raise awareness of the Wingz brand.
The issue we faced was achieving brand recognition on a limited budget and increasing sales without a prohibitive advertising spend. In 2014, I suggested that we start blogger outreach – contacting fashion and plus size bloggers to offer them complementary Wingz in return for an honest review. This strategy has worked well, as the products have been positively reviewed and featured in plus size online magazines like She Might Be more than once, and have also been featured on prominent and popular fashion blogs.
http://shemightbe.co.uk/autumn-layers-without-covering-with-wingz
http://shemightbe.co.uk/wingz-new-english-summer-essential
This strategy has been successful for raising brand awareness and has led to a steady increase in sales, but Facebook timeline changes over the past few years have been taking a toll on organic traffic for Wingz so I have encouraged them to consider adding paid advertising to their Facebook strategy which I use with the blogger reviews and selected promotions to keep sales at a good level.
In November 2017 sales had been a little lower than expected, so I suggested two separate promotion ideas, supported by social media, targeting a specific demographic using mainly Facebook advertising along with Twitter.
The promotion ran for 25 days, reached 3325 people and achieved 236 engagements using a very small budget. The cost per result was .30 and the click rate was 6.02% compared to the average click-through rate (CTR) for Facebook ads across all industries of 0.90%. (28 Feb 2017). This was achieved by knowing the brand’s demographic well and using the knowledge to target the advert’s audience.
The client was very pleased with the results, and emailed me to say that, “The response has been great and sales excellent.”