The objective
Ensemble is a digital lifestyle magazine with a difference. Started by two women who, disillusioned with local lifestyle media offerings, set out to serve up Aotearoa New Zealand’s freshest fashion and beauty content with intelligence and a side order of whimsy. While the content is free, they also offer a VIP subscription that unlocks access to exclusive designer shopping, social events and discounts — a revenue stream which allows them to continue supporting New Zealand’s creative industries.
Their newly launched platform needed to secure a ‘share of voice’ amongst Aotearoa’s passionate fashion followers, ahead of the launch of a much bigger and more well-known competitor who was re-entering the market.
They knew social media would be key to driving engagement and website traffic, but needed to partner with an expert marketing team that could assist with digital strategy and a plan to quickly build and retain a loyal community of followers and subscribers.
Our approach
We could see that Ensemble had a superpower when it came to creating engaging content — we just needed to work with them to get it in front of the right people, and at the right time. By leveraging content strategically we were able to amplify reach, and therefore help achieve their immediate business objectives.
Leveraging the power of social insights
We delved into their digital platforms to pull insights and analyse their existing audience, allowing us to define the buyer personas of their followers, so that we could re-target and attract look-alikes who were most likely to engage. Existing performance metrics advised the ‘how’, and allowed us to set measurable campaign objectives.
B2C social strategy
By doubling down on audience targeting and overlapping a layered media approach, we amplified specific content in a way that delivered disruption and provided a fresh, local perspective. Clever creative with strong buy-in wording was our secret weapon as we captured the attention of the market’s discerning individuals, in a bid to drive website traffic and VIP subscribers.
The impact
Partnering with the team at Ensemble we delivered deep value across various expertise in a short period of time. With paid social media strategy, built on highly targeted audience profiles and an agile paid social campaign Ensemble saw an increase in monthly reach by 89% and traffic to the website by 151%.