The Challenge

When the pandemic hit in 2020, our Vancouver-based sustainable fashion client faced a perfect storm of challenges:

• Plummeting Online Sales: Despite being an e-commerce business, sales dropped 40% as consumer spending shifted
• Invisible Brand: With only 2,000 Instagram followers, the brand was lost in a sea of competitors
• Limited Marketing Budget: As a small retailer, every marketing dollar needed to work harder
• Sustainability Story Untold: Despite strong eco-credentials, the brand’s sustainable practices weren’t reaching their target audience

Our Strategic Approach

We developed a comprehensive social media strategy focused on authentic storytelling and community building:

1. Content Strategy Overhaul

• Behind-the-Scenes Content: Showcased the journey from sustainable sourcing to final product
• User-Generated Content: Encouraged customers to share their sustainable fashion choices
• Educational Posts: Created content about sustainable fashion practices and environmental impact
• Styling Guides: Developed “capsule wardrobe” content showing versatility of pieces

2. Influencer Partnership Program

• Micro-Influencer Focus: Partnered with 15 Vancouver-based micro-influencers (5K-50K followers) who aligned with sustainable values
• Authentic Partnerships: Selected influencers who were genuine advocates for sustainable fashion
• Long-term Relationships: Built ongoing partnerships rather than one-off posts
• Content Co-creation: Collaborated with influencers on styling videos and sustainability tips

3. Community Engagement Tactics

• Instagram Stories Polls: Daily engagement through polls about style preferences and sustainability
• Facebook Groups: Created exclusive community for sustainable fashion enthusiasts
• Live Shopping Events: Weekly Instagram Live sessions featuring new collections and styling tips
• Sustainability Challenges: Monthly challenges encouraging followers to make eco-friendly fashion choices

4. Paid Social Strategy

• Targeted Facebook Ads: Focused on environmentally-conscious consumers aged 25-45 in major Canadian cities
• Instagram Shopping: Optimized product tags and shopping features for seamless purchasing
• Retargeting Campaigns: Re-engaged website visitors with personalized product recommendations
• Lookalike Audiences: Expanded reach to users similar to existing customers

Campaign Execution Timeline

Month 1-2: Foundation Building

• Brand audit and competitor analysis
• Content calendar development
• Influencer outreach and vetting

Month 3-4: Launch Phase

• Influencer partnership announcements
• New content strategy rollout
• Community building initiatives

Month 5-6: Amplification

• Paid advertising campaigns
• User-generated content contests
• Live shopping events

The Results

The campaign exceeded all expectations, delivering transformative results:

Sales Impact

• 250% increase in online sales within 6 months
• Average order value increased by 35%
• Return customer rate improved from 15% to 38%

Social Media Growth

• Instagram followers grew from 2,000 to 25,000 (1,150% increase)
• Facebook page likes increased by 400%
• Average engagement rate of 8.5% (industry average: 1-3%)

Brand Awareness Metrics

• Website traffic increased by 180%
• Email list grew by 300% through social media conversions
• Brand mentions increased by 500% across social platforms

Influencer Campaign Performance

• 3.2 million impressions generated through influencer content
• Average engagement rate of 6.8% on influencer posts
• $12 return on investment for every $1 spent on influencer partnerships

Key Success Factors

1. Authentic Storytelling: Focusing on the brand’s genuine commitment to sustainability resonated with conscious consumers

2. Community First Approach: Building a engaged community rather than just pushing products created loyal brand advocates

3. Strategic Influencer Selection: Choosing values-aligned micro-influencers delivered better engagement than celebrity endorsements

4. Integrated Strategy: Combining organic content, influencer partnerships, and paid advertising created a multiplier effect

5. Consistent Brand Voice: Maintaining authentic, educational, and inspiring messaging across all channels