e5 mode
A performing digital strategy for Belgian fashion
If being fashion-obsessed is a crime, we confess! We were ecstatic when we were approached by Belgian fashion label e5. To revitalize the brand and increase sales, we presented a digital approach that would lead them down a more current road while also allowing them to perform better. Learn more about our story!
For almost 40 years, the clothing company e5 has been suiting both men and women. The company operates locations around Belgium as well as an online site. E5 carries a variety of brands and dress ladies aged 45 and up. e5 offers a variety of unusual services, such as a personal shopper, in addition to the standard fashion folders, promotions, and deals.
The challenge
E5 wants SQL to be its digital marketing partner after its rebranding in 2019, in order to boost online presence and refresh its image. Challenge accepted!
Present all year
Our approach
We proposed a full digital approach, focused on the four e5 objectives on Facebook, Instagram, and Adwords. Fashion is constantly changing, thus as a business, you must be present all year with new content. To meet all of the e5 needs, we elected to operate using a flexible method. In our approach, we work with four peak moments that we launch based on the fashion world's peak times (think: sales, new collections):
Create an awareness campaign to inform people about e5's new look.
By creating an interactive and inspiring digital version of their offline fashion folders.
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.
In online & offline sales via dynamic remarketing ads.
Wow people!
Let’s perform!
To begin, we started an awareness campaign to introduce people to e5's new logo and look. Do you recall the e5 roadside advertising? Based on this offline advertisement, we made a social proof video. However, it is more participatory and inspiring. Our target audience's digital eye will be drawn to it because it is short and to the point.
In addition to the awareness campaign, we provide instant experiences to promote the new e5 collections. Them that watched our awareness video get retargeted, but we also target people based on their interests. For the digital platforms, our (amazing!) designers established a new visual style. And, guess what? E5 was so taken with it that they chose to utilize it in their offline communications as well! #proud
Isn't it wonderful to have your own personal shopper? With its one-of-a-kind in-store personal shopper service, e5 makes that fantasy a reality. The only issue is that no one knows about them. We addressed this problem by using engaging carousels on the e5 social media channels to explain the concept and entice our (re)targeted customers to the stores.
To finish out our plan, we present dynamic product advertising to everyone who has visited the website, meets our interest criteria, or has interacted with our past social posts throughout the year.
SQLI, as you may know, does not terminate when a task is completed. We prefer to think outside the box, which is exactly what our performance marketers did with an e5-specific data studio. Obtaining all of the information they require in an easy-to-use format.
Conclusions
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 SQLI took over the Facebook account, the amount of visits on the website have doubled.
