Social media as a fully-fledged sales channel
CONSO
Role
Head of SMM
03Fashion / e-commerceCONSOA selection from the project’s visual materials.
01 / Context
Social media needed to move beyond image-building and become a manageable commercial channel without compromising the visual integrity of the fashion brand.
02 / Challenge
What needed to change
Connect strategy, content, influencer relations, paid advertising and e-commerce analytics into one system with a measurable impact on sales.
03 / My role
My contribution within the wider team effort
Held full responsibility for SMM: strategy, content system, social channels and daily execution.
Built influencer relations and connected SMM with e-commerce objectives.
Worked alongside a content producer responsible for the visual direction and advertising materials.
Brought a performance marketing specialist into the project and jointly implemented paid media and analytics linking content decisions to commercial results.
04 / Strategic solution
Rebuild SMM around the complete customer journey — from the first encounter with the brand image to the online store and purchase.
05 / Execution
Areas of work
SMM strategy
Content marketing
Influencer marketing
Paid social
E-commerce
Visual production
Analytics
Optimisation
06 / Outcome
ROMI above 300%.
Sales growth of 260%.
Online store traffic of up to 100,000 users per month.
Conversion rate of up to 1.2%.
Banner CTR of up to 3.5%.