Lets Get Social
  • brand development
  • campaign management
  • digital marketing
  • marketing strategy
  • POCO JEANS
  • web design

Objec
tive

POCO Jeans by Pippa

is a range of denim jeans launched by Pippa O’Connor Ormond in October 2016. The aim was to successfully launch the POCO brand as a new premium denim range to the Irish market and to change how Irish women shopped online for denim jeans.

Denim has always struggled to sell online due to the lack of innovative marketing strategies. Our objective was to change all that and make it easier and more attractive for Irish Women to shop online for Denim with POCO Jeans.

Brand design

Our plan was simple. We knew that the warmest leads, would be Pippa’s loyal following, and so we targeted them from the beginning in order to maximise conversion. From our research and previous campaigns with other brands, we knew that Pippa’s following trusted her opinions, values and her recommendations which lead to sales for other brands. We were confident that should she bring out her own range and release the product to them first, that Pippa’s following would feel like they were part of the journey & would be more likely to purchase.

The POCO brand was created to have a warm feminine style to reflect Pippa’s personality and resonate with her fans. The gentle watercolour pattern was created in the shape of a heart behind the POCO name. POCO, which are Pippa’s initials (Pippa O’Connor Ormond) had to appeal to the stylish, fashion forward, busy young woman of today. By including a mix of script and block capital font, we created that mix of Strength and Femininity that POCO is all about.

Development

We balanced this again with the pink heart and watermarks, with the 90% black font. This watercolour patter was then developed out to create a full visual style for the brand, distinct to the competition. The visual identity and watercolour have become intrinsically linked with the POCO brand and have resonated strongly with the brands customers.

poco by pippa collection photo shoot

Social Media Strategy

Before the launch of POCO a full social media strategy was put in place to make best use of Pippa’s already significant following. A teaser campaign was launched in October 2016 to build anticipation for a full launch in November. When the product was revealed within hours POCO had over twenty thousand followers on Instagram.

We knew the best way to reach Pippa’s audience was through her own social media channels, and so we promoted the POCO range to them from both Pippa’s channels and the new POCO Instagram, pushing them through to the pocobypippa.com website to purchase. By including the Facebook Tracking Pixel onto pocobypippa.com, we were able to build an audience of warm leads, and in turn, retarget them on Facebook. By maintaining the conversation with Pippa’s following, through social media and email marketing, and by keeping the visual language of the brand consistent across all communications, we were able to create a fluid campaign that became instantly recognisable.

Website Design

A custom built website was created to highlight the POCO brand, pulling styling from the POCO visual identity, the site championed the new product range. We built the ecommerce element of the website on Shopify, in order for the website to be able to cope with demand. With over 43,000 sessions on day one, it was crucial the systems we had in place could cope with the high demand that site would receive.

The site had over 167,000 visits over the first 6 weeks, for a brand with no previous awareness. 51% of that traffic was being searched organically.

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