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.
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.