engage:BDR joins forces with global fashion brand ASHLEYlauren
2 minute read
Engage:BDR (ASX:EN1) has provided an update on its new IconicReach client, ASHLEYlauren, which is launching brand awareness campaigns.
The campaign targets an increase in online and in-store traffic through the reach of key micro-influencers, which have been utilised to support existing retailers of ASHLEYlauren dresses worldwide.
Campaign elements include influencer-developed content across ad buys via EN1’s programmatic exchange, to target retailers within a specific geographic radius. From there, users will be re-targeted to perform actions on these local retailers’ e-commerce presence.
By utilising proprietary, in-house technology and relationships, IconicReach is able to source groups of micro-influencers ideal for this campaign (15,000-250,000 highly-engaged followers, per influencer).
From that pool, IconicReach will select influencers based off their audience’s demographics, specifically, between the ages of 16-18 within the desired geographic regions.
Within the first 24 hours of the ASHLEYlauren campaign, several influencers posted their custom content, yielding thousands of likes, clicks, views and comments. The cost per engagement for ASHLEYlauren, which boasts some one million followers on Instagram, was pennies, and has since been recognised as a fantastic start to the progressive campaign.
EN1 will publish a case study with more comprehensive data once complete (and once all elements of the media plan have gone live).
ASHLEYlauren also received several original pieces of high-quality content, allowing it to repurpose the creatives through its other marketing channels, including digital and physical off-line efforts.
This content will also be utilised by IconicReach and EN1 for display advertising which will re-target users within a specific geographic perimeter of ASHLEYlauren retailers.
ASHLEYlauren is a modern and elegant evening wear line, that prides itself on being red-carpet ready. Their offerings include social event, cocktail, mother of the bride, bridal, American prom, homecoming and pageant dresses. ASHLEYlauren dresses are constructed with today’s woman in mind and special attention is paid to every detail to create a superior fit.
The company founded National Dress Day (nationaldressday.com) as a way to relive and celebrate dear dress memories.
ASHLEYlauren management is excited about its addition to EN1’s IconicReach network.