CLIENT
Peony | Perry Ellis International Brand
CHANNELS
Digital eCommerce, Search, Social
CHALLENGE
Propel a new activewear line with low awareness into a premium athleisure brand that fashionistas trust, covet, and buy. With a premium price point, limited marketing dollars, and no brick and mortar location to try on the clothes – we needed to close the value gap while driving traffic and intent to purchase online.
SOLUTION
Our consumers are busy women with lots of different responsibilities, so we highlighted how Peony’s fits their multifaceted lifestyles. We showcased Peony’s versatility as “cute workout gear,” “running around doing errands gear,” and “meeting up with my friends gear. ” We also leveraged copy and imagery that illustrated Peony’s value proposition as “streetwear that feels like activewear.”
DIGITAL RESULTS
Did it work? Well, in just 10 weeks, we doubled every metric in the databank: from new users, to CTR, to conversion purchases. This incredible increase is in comparison to Peony’s previous 43 weeks of marketing.
SOCIAL RESULTS
We led the increase in Instagram followers by 62% and email subscribers by 94% in only 7 weeks.
