VIVI - Driving Footfall & Digital Growth for Fashion Retail
Fashion Retail / Ready-to-Wear
Local Marketing Strategy, Social Media Management (Meta, Snapchat), Influencer Marketing
JEDDAH
2018
For the launch of VIVI, a chic Saudi ready-to-wear fashion brand, our objective was to translate its elegant physical presence into a powerful digital engine for growth. By executing a hyper-local marketing strategy, we successfully drove significant in-store traffic, increased brand awareness, and built a loyal online community, resulting in a 35% increase in weekend footfall and selling out key collection pieces within weeks of their launch.
Summary
VIVI entered the market with a beautifully designed brick-and-mortar store in a premium mall. The core challenge was to bridge the gap between the physical and digital worlds. We were tasked with creating an online buzz that not only reflected the brand's sophisticated style but, more importantly, drove real customers through the door. Our strategy focused on creating a sense of exclusivity and urgency, establishing VIVI as a go-to destination for fashion-forward women.
Challenge
The Digital-to-Physical Conversion: How to convince online followers on Instagram and Snapchat to make a physical trip to the mall to visit the store.
Competing with Fast Fashion Giants: Standing out in a crowded mall environment dominated by huge international brands with massive marketing budgets.
Sustaining Momentum Post-Launch: Moving beyond the initial excitement of the grand opening (pictured) to create consistent, predictable customer traffic and sales throughout the year.
Our Solution
Solutions
Our solution was a multi-platform digital strategy focused on the local community, creating a seamless online-to-offline experience.
Geo-Targeted "New Arrival" Campaigns: We ran targeted ad campaigns on Instagram and Snapchat specifically aimed at users within a 5-10 km radius of the mall. The content focused exclusively on "Just Dropped" collections and "Store-Exclusive" items, creating a powerful reason to visit immediately.
A "Try-On" Focused Content Strategy: Our social media content revolved around high-quality video reels and stories showcasing how different outfits looked and fit. We collaborated with local micro-influencers for authentic "in-store try-on haul" sessions, which proved highly effective in demonstrating the quality and style of the clothes.
Building an Engaged Community: We treated the social media channels as a V.I.P. club. We ran exclusive polls asking followers to vote on which styles they wanted to see in-store next and hosted "first look" Instagram Live sessions before new collections were put on the floor. This created a highly engaged local following that felt personally connected to the brand.
