The Brief
JILLSTUART Eyewear, an international designer sunglasses and optical brand, contacted Digital Business Lab to increase its brand presence in Asia and support its new eCommerce website.
DBL created a localized social media strategy (Hong Kong, Taiwan, and Malaysia focused) and three-phased SEO tactics to drive highly qualified traffic to jillstuarteyes.com.
The Solution
Digital Business Lab tailored a marketing strategy with both an organic, Influencer and paid framework.
The organic strategy aimed to grow JILLSTUART Eyewear’s brand presence by posting relevant and localized content on their social channels.
The paid strategy utilized Facebook, Instagram, and Google Search Ads to drive traffic and conversions across 2 key sales periods (Single’s Day & Black Friday).
Social Media Strategy - Social Media Marketing (Facebook, Instagram, Google Search Ads) - Influencer Marketing - SEO & Website Optimisation - Data Analytics
The Results
Key Takeaways
To reach all the JILLSTUART Eyewear marketing objectives, Digital Business Lab adopted a combination of organic & paid social media and influencer marketing. This strategy supported the big sales periods, Single’s Day and Black Friday.
Organic Social Media: our team carried out continuous organic optimization and community management on Facebook and Instagram. Understanding JILLSTUART Eyewear’s audience interests, and working alongside the JILLSTUART Eyewear team, was paramount to make sure we posted engaging and authentic content.
Influencer Marketing: our team also leveraged our knowledge of the powerful nature of influencer marketing in the Malaysian market and activated 7 influencers (5 micro and 2 macro influencers) for a Black Friday campaign. The influencers promoted a giveaway where the audience stood a chance to win JILLSTUART Eyewear of their choice. The campaign drove traffic to the brand social pages and eCommerce website through the swipe-up mechanism featured in the influencer stories. Digital Business Lab created trackable discount codes in the swipe up stories to track each influencer’s performance and traffic. The Black Friday activation significantly increased the JILLSTUART Eyewear Instagram account followings to achieve the follower acquisition campaign objective.
Paid Strategy: our team leveraged content created by the influencers and other assets to further promote the sales period. The paid campaign generated 13,365 website clicks to the JILLSTUART eCommerce website and increased the CTR significantly by 85%.
SEO Optimization Strategy (all-round): DBL supported from technical auditing, on-page to off-page optimization, all combined to improve the visibility of the eCommerce website on search engines.
About Jill Stuart
JILL STUART Eyewear is a designer sunglasses and optical eyewear brand, started by American fashion designer Jill Stuart.
