Digital Marketing CampaignPaid Social and Search campaign for Reformation
Elizabeth created a comprehensive digital marketing campaign across Meta Ads and Google Search for Reformation.
*Interview project, not affiliated with Reformation
OVERVIEW BELOW ↓
Facebook & Instagram Ads
This social campaign covers:
Target audiences — demographics, interests, online behavior, competitor clothing brands
3 campaigns with short and long messaging — (1) Inclusive campaign, (2) Clothing Material Campaign, (3) Reformation Look-book / GRWM Campaign
6+ alternative Ad ideas and 20+ potential long and short messaging —
(1) Reformation x ThredUP, “We’ve teamed up with ThredUP to give your questionable purchases a second life. Let us help you help the planet #reformationxthredup”
(2) Earth Day based Campaign (i.e. all clothes are shot in nature), “This Earth Day, show us what you do in your #refdress”
Objectives of the campaign — Increase traffic on Reformation website, Drive user to purchase from the website, build customer a loyalty, increase brand engagement on social media.
Metrics, goals and targets to consider to determine the campaigns success — impressions/reach, click-through-rate (CTR), website traffic, conversion rate (CVR), return on ad spend (ROAS)/ ROI, social media sentiment, earned mentions.
Google Search
This Search Campaign Covers:
Brand Keywords to Target — “Reformation”, “Reformation clothing”, “Reformation accessories”, “Reformation shoes”, “Reformation weddings”
Non-Brand Keywords to Target — “Sustainable clothing brands”, “Chic women’s clothing”, “Wedding season apparel”, “Women’s clothing”
Google Messaging for Brand Keywords — “Reformation is Carbon Neutral Certified – Buy clothing that will Impact you and not the environment | Shop Reformation’s latest dresses, tops, jeans, and more.”
Google Messaging for Non-Brand Keywords — “We make sustainable clothes and accessories that are fashioned to fit the modern women. Shop our latest summertime collection of shorts, dresses, linen, and more.”
View the Full Project Here