Danish interchangeable jewellery brand Trollbeads is looking to increase its sales by building a highly interactive digital strategy that includes social influencers and brand ambassadors.
Trollbeads is working to engage a target market that may not shop solely in the conventional brick and mortar way.
It is doing this by hosting events like digital parties and inviting one of the UK’s biggest bloggers to become the face of a new season collection.
Last year saw Trollbeads focus heavily on the consumer experience offered to its customer and how to continue driving sales. To strengthen its digital position, Trollbeads recruited fashion and lifestyle blogger – Olivia Purvis from ‘What Olivia Did’ – to be the face of its introductory SAY HELLO… campaign. A major success, the project saw one of the concept stores making 8 out of 10 sales from the campaign during its span.
With a target of encouraging new fans to the brand, the campaign included a photo-shoot with Purvis styling the product, a series of blog posts and social media coverage from her accounts, as well as utilising her within digital advertising, YouTube videos and other marketing materials including national advertising campaign in some of the UK’s leading fashion magazines.
Pam Aujla, UK managing director, commented: “When discussing the launch of our Winter Wonder collection, we decided to branch out from traditional ideas and move towards the world of bloggers, a direction that Trollbeads has seldom gone before.
“By creating an immersive Trollbeads event, complete with a lamp-worker making beads on the spot, we hoped to convey the work and craftsmanship that goes into every bead, the inspiration behind the collection and the passion behind the brand. On top of this, it allowed the customers we would love to invite into the Trollbeads world, the ability to see online influencers engaging with us in a way never before done.”
Inviting 10 key bloggers with over 470,000 followers combined, Trollbeads opened up its world to those avid social users, who may not have seen them in traditional media.
For 2017 Trollbeads is looking into further social collaboration opportunities and a continued outreach on all digital platforms. The brand will also be strengthening the tie between the social activities and retailers, creating a fully integrated strategy, with will see any digital campaigns also promoted in store.