Internaçionale is a UK based fast-fashion brand offering amazing value and on-trend products for fashion conscious women. With over 140 stores nationwide and a brand new website they are quickly becoming a major high street player. The acquisition of 85 stores from former chain MK One in November 2008 strengthened the company’s position in the market. The re-brand of the stores to Internaçionale was completed by the end of May 2009 and established them as one of the UK’s leading fashion high street retailers.
Internacionale identiﬁed three major objectives for an on-going social media strategy...
Build and engage a fan-base across Facebook, Twitter, YouTube and Blog
Build awareness of their pending ecommerce website
Capture data, including email address, mobile and postcode details (for location based marketing).
What We Did
Having been asked to develop and execute a social media management strategy that maintained an active and engaging presence across all the major social channels it was vital that we identified areas in which Internacionale could improve its online engagement. We realised that while boasting a respectable size online community the brand would benefit from extra focus on becoming truly ‘social’. We created an editorial calendar for each of the social platforms and also aimed to drive traffic towards the ecommerce site by highlighting offers and products through these platforms.
We also created and implemented the #Winternacionale campaign. This campaign aimed to promote and celebrate Internacionale's first ever TV advert and to also build buzz around their new winter collection. Over the 5 week campaign we captured 4040 emails, saw 11,000 hits of the advert online, added 500 new Twitter followers and 325 Pinterest followers. Of those Pinterest followers, over 1,350 repinned our #Winternacionale competition entry.
Above is our video for Internacionale where we go behind the scenes at their new Summer 2013 photo shoot. This is just one of many videos we've created for Internacionale to see further examples then why not visit Internacionale TV.
Designs & Infographics
An increase in engagement and presence across all social media channels
Twitter increase from 1000 to over 8000 followers in same period.
Helped Internacionale to become recognised as a nationwide brand that has an effective online strategy.