CLARKS ORIGINAL

Specialist social media strategy to engage with a fashion forward audience without alienating existing customers.

THE BRIEF

Clarks needed a specialist social media strategy for Clarks Originals, which needed to do two jobs. On the one hand open up a new dialogue with a slightly difference audience of female fashion forward social media savvy women, whilst not alienating and staying highly engaged with their core fans.

PEOPLE CENTRIC STRATEGY

Their existing audience are more engaged on Facebook and their new target audience have more affinity with Instagram so we created a different tone of voice and theme in each channel with very little cross over on both channels, while knowing that the different types of content would not alienate either audiences if they came across it.

EXECUTION

We create a content strategy that covered both channels. On Instagram we celebrated the fashion and design credentials of Clarks Originals and talked to a progressive audience about the more eclectic and fashion forward side of the brand. On Facebook we focussed on the heritage and the core design aspects of the brand to appeal to their existing audience. The project covered all aspects from strategy, content creation and editing, social media management and reporting.

OUTCOMES

 
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WHAT WE DID

Ideation

User Personas

Prototyping

UX and UI Design

Production

User-testing

Ongoing Support

18.46%

Facebook: 28,461 to 33,716 likes


19.87%

Twitter: 9,510 to 11,400 followers


3,275%

Instagram: 800 to 27,000 followers

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WHAT WE DID

Ideation

User Personas

Prototyping

UX and UI Design

Production

User-testing

Ongoing Support

SOME MORE WORK