Leading over-50s fashion company empowers their customers to shop digitally
131%
increase in brand impressions in the SERPs
28%
increase in sales over 12 months
159%
of projected ecommerce revenue for the period across paid channels delivered
87%
increase in CTR on all ads
A ‘traditional’ over-50s fashion brand came to us with a common problem: how to make the next generation of over 50s shoppers, who are technologically empowered, buy from them online and see their brand as relevant and fresh. Part of a huge European conglomerate, this multi-million euro brand made most of their money through catalogue and over-the-phone sales.
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We built 7 personas for the brand, split into two groups: existing and potential.
These personas were built using Analytics data, survey data and behaviour analysis.
Then, we targeted each persona on different channels, using different content, ad copy and imagery. Each persona had?a keyword and content strategy built specifically for them.
Being highly visual and important for fashion fans, we used remarketing as an experimental channel to test and learn about the users.
