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Avail London taps social media and influencer marketing campaign for launch

Agnieszka Gibbon (Social Media Portal (SMP)) - 17 November 2017

Fashion brand Avail London adopts social media and influencer marketing for launch campaign

Avail London logo 300x300
Campaign name: Avail launch
Brand: Avail London
Regions: UK
Duration: 01/08/2017 to on-going
Channels: Influencer marketing, PR and social media

Social Media Portal (SMP): The name of the brand

Avail London (AL): Avail London we are the first suiting company specialising purely in muscle fit suits and tuxedos.

SMP: What regions is the campaign for?

AL: The whole of the UK

SMP: What is the campaigned called?

AL: Our strap line is #letyourworkoutdictateyourwardrobe which came from the idea that people needed to be able to workout as they liked and still know they can find tailoring to fit rather than having to minimise their size for the sake of their wardrobe.

Avail London homepage image

SMP: What is start and end of the campaign?

AL: 01/08/2017 to on-going

SMP: The target audiences of the campaign, who are you trying to reach and why?

AL: Our target audience is males between the ages of 18-35 who have a keen interest in the fitness industry. As the fitness industry grows (and so do menís physiques) we identified a problem with fitness fanatics being able to find well fitted suiting for every day work life and formal occasions. We wanted to provide the solution to this problem, which is how the name Avail was born.  

SMP: When was the launch of Avail London and what has demand been like?

AL: We launched in August this year and hit our sales target for month one which was amazing!

SMP: Briefly, tell us about your campaign

AL: The campaign in a nutshell was to launch Avail London to our target audience in the UK to the brand to generate sales and build brand awareness solely with a programme of influencer marketing across our social channels.

We wanted to test and prove the concept that a brand can solely be launched via social media, and early sales indicate that we have managed that successfully. We've even had interest from major name wholesalers to stock our products, with the largest online fashion retailer working with us on a collaboration opportunity.

We've worked with a large number of social influencers and sports stars who have huge bolt on audiences, perfectly suited for our brand's product line.

Avail London Instagram screenshot

SMP: What are the goals of the campaign and why is it different?

AL: The specific goals of this campaign were to generate sales and build our Instagram following. The campaign is different due to the nature of the launch. Most brands would follow a solid advertising and marketing programme to launch a new product but as we knew we were tapping into a hungry market and providing a desired product, we wanted to try a different approach.

SMP: What methods youíre using and why did you elect to use them?  

AL: Our main focus throughout the campaign has been Instagram. Partly because of the obvious fact that it lends itself best to visual content but also as we know this is the favourite platform of our target audience, fitness is just huge on Instagram so it was a natural focus for us. We do also use Twitter and Facebook for consistency.  We have built most of our campaign simply by utilising our social channels, but have started to experiment with a bit of paid social activity to see how well that performs in comparison now that we have a good solid account to build on.

In addition to this we have been conducting PR in the background and managed to secure this fantastic piece in the Metro which has immediate and noticeable positive effect on sales specifically.

Hyperlink to Avail London Twitter screenshot

SMP: What do you hope to achieve?

AL: We hope to reach our target of 7K followers by Christmas and the sales targets are in line with the conversion rate from social.

SMP: What are the challenges in creating the campaign and how are you overcoming them?

AL: The challenges we had were that we have put all our eggs in one basket so to speak which required a leap of faith. We have minimised risk by spreading our influencer programme across a number of audiences, interests and age brackets to almost take a trial and error approach to our strategy in these early stages.

SMP: What are you doing to measure the campaign and what measurement tools do you have in place to do this?

AL: Our measurements at the moment are entirely focussed on followers, sales and visits to the website, taking things back to basics.

SMP: What is the budget used for the campaign?

AL: We base our budget monthly on our sales capacity to ensure we arenít potentially promoting more than we can fulfil. We have found that this is a savvy approach any infant campaign.

SMP: How are you making the campaign social and shareable?

AL: Our entire campaign is based around social so we have that part covered. We are also encouraging all new customers to join us on social and share their pictures to help build a community.

Hyperlink to Avail London Facebook image

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