Augustine
AUGUSTINE CASE STUDY.
— Digital Growth Strategy
— e-Commerce Conversion
— Paid Social Media
— Conversion Rate Optimisation
— Mobile Experience Audit
— User Flow Tracking
— Content Strategy
The Client
The House of Augustine is home to seven of New Zealand’s most well-known female fashion labels. What began as an idea to brighten up the NZ fashion scene, has quickly grown from a garage start-up to one of the industry’s leading fashion houses, with everything from casual daywear to glam special occasion wear, at attainable price points. Augustine labels are stocked in 60 boutiques throughout New Zealand and Australia as well as five standalone stores that carry the full collection.
The Problem
Drive increased sales performance for the brand’s e-Commerce store inline with their monthly drop framework.
Key Metrics
- 98xROAS
The Method
Deep dive analysis was undertaken to intimately understand the customer and all elements of the buyer persona. Dropping new clothing lines every four weeks with a social hype and pre-order strategy formed the backbone of the campaign.
Claxon launched with a social competition first where fans could enter to win a new wardrobe. This was linked to a Messenger Autoresponder Bot on the Augustine Facebook fan page post.
This competition alone generated 13,000 emails within 24 hours and a total of 21,000 post comments over the course of the competition which was one month.
The second phase saw the launch of the “Monthly Drop Formula” effectively building up the hype and pre-orders for new product lines each month.
This strategy would see products selling out lightening fast on the website when orders went live as there was intense hype surrounding the products.
