In our weekly Social War research, this week we discuss sales by storytelling by Scotch & Soda. The Amsterdam-based high end fashion brand started an online promotion campaign around the ‘story of things’ video this week. How is Scotch & Soda able to promote their new clothing line and is at the same time able to realise a engagement rise of over 280%?
The story of things
Scotch & Soda’s latest campaign focusses on a two minute video. The video follows the travels of a ‘‘sheffield razor blade’, that is the unwanted centre of a meeting between two travelers. Zaria and Charlie meet each other at a small barbershop in Northern Italy. With the video, Scotch & Soda shows the journey both make. They are two gorgeous adventurers exploring the world. And of course dressed in the latest Scotch & Soda collection. With the Sheffield blade, Scotch & Soda directly responds to the latest trends. From the barbershop to the renewed male attention for grooming.
Charlie & Zaria
The Facebook account of Scotch & Soda gives you the opportunity to get to know the two main characters of ‘The story of things’. Firstly, by zooming in to the lives of Zaria and Charlie.
After we get to know the travelers a little on Facebook, our curiosity can be satisfied even more on the website of Scotch & Soda. This is how the brand redirects the traffic of their social media to their website.
The website of Scotch & Soda gives you the opportunity to get to know even more about these two style icons. Like to know more? Of course that is possible! In their webshop.
From an increase in engagement to increased sales
In the week of May 22nd – 27th, we measured an increase in engagement of 285% on the Facebook page of Scotch & Soda. With the introduction of ‘the Story of things’, the brand not only provides a story around Scotch & Soda. They also create an increase of engagement and a way to direct that extra traffic to their webshop. So the brand doesn’t simply tell a story, it increases the engagement of the followers of Scotch & Soda and the sales. Social media marketing, well done.
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Social War is an ongoing research by IIZT on 50 worldwide fashion brands. It signals the do’s and don’ts for brands on Social Media. Everyone in the communication business talks and blogs about social media. We provide you with the facts, so we can learn from each other. Pass the hype, it is the new mainstream.
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