A performing full digital strategy for Belgian fashion
If loving fashion is a crime, we plead guilty! When we were approached by Belgian fashion brand e5, we couldn’t be more excited. To rejuvenate the brand and boost sales, we proposed a digital strategy that would get them onto a more modern path and mainly: perform. Discover our story!
About the brand
Clothing store e5 has been dressing both men and women for over 40 years. The brand has stores all over Belgium, as well as an online shop. e5 sells a variety of brands, and has a target audience of women around 45. Besides the usual fashion folders, promotions and sales, e5 also offers a lot of unique services such as a personal shopper. After its rebranding in 2019, e5 wanted Wax to be its digital marketing partner, increase online visibility and rejuvenate the image. Challenge accepted!
We proposed a full digital strategy on both Facebook, Instagram and Adwords, focusing on the 4 objectives of e5. Fashion is ever evolving, that’s why as a brand you need to be present all year round with new content. We chose to work with a flexible strategy, to fit all of the e5 needs. We work with 4 peak moments in our strategy, and launch them depending on the peak moments in the fashion world (think: sales, new collections):
- New branding: make people aware of the new look of e5, by creating an awareness campaign.
- Highlight new collections: by digitizing their offline fashion folders in an interactive & inspiring format.
- Personal shopper: fashion is what you buy, style is what you do with it. That’s why we want to show off the services e5 offers that aren’t known by the general public.
- Always on support: in online & offline sales via dynamic remarketing ads.
Firstly, to wow people with the new branding and image of e5, we launched an awareness campaign. Do you remember the road advertising of e5? We created a social proof video based on this offline advertisement. But: more interactive and more inspiring. Short, and catching the digital eye of our target audience.
Next to the awareness campaign, we highlight the new collections of e5 by creating instant experiences. We retarget people who watched our awareness video, but also target people based on interest criteria. Our (fantastic!) designers also created a new visual style for the digital channels. And guess what: e5 loved it so much, that they decided to also use it in their offline communication! #proud
A personal shopper, sounds like a dream, right? e5 actually makes that dream come true with its unique service of in-store personal shoppers. Minor problem: no one knows about them. We tackled that issue, with fun carousels on the e5 socials, explaining the concept & luring our (re)targeted audiences to the stores.
To conclude our strategy, we also show dynamic product ads all year round to everyone who either visited the website, fits our interest criteria, or interacted with our previous social posts.
As you might know, Wax never stops when the task ends. We like to think further, and that’s what our performance marketeers did with a custom made data studio for e5. Collecting all of the data they need, in a way that is easy for them to use.
Smiles are never out of fashion, and luckily, the results of this campaign made e5 smile a lot! Some interesting facts:
- The Google campaign has a ROAS of 8. At the end of a funnel, our ROAS gets up to 13 (!).
- Since Wax took over the Facebook account, the amount of visits on the website have doubled.
The talents behind this project
Because teamwork makes the dream work.
Eline Van der Gucht
Key Account Manager