Published
Jan 11, 2025
Category
Paid Marketing
client
Sofia Clark
MVMT Watches
01. The Challenge & Solution
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Brand Penetration in a Competitive Market: MVMT, a popular global watch and accessories brand, faced difficulty gaining a foothold in the highly competitive UK market dominated by both luxury and affordable local brands.
Perceived Value of Products: As a direct-to-consumer (DTC) brand, MVMT had to position its products as premium yet affordable to UK consumers, who are accustomed to evaluating value based on brand heritage and quality.
Target Audience Identification and Engagement: The brand needed to connect with young professionals and millennials aged 22–35 who prioritize minimalist design, quality, and affordability but demand authenticity and personalized experiences from brands.
02. Working Process
Audience Insights & Platform Selection:
- Conducted market research to identify that the UK audience resonated strongly with Instagram, YouTube, and TikTok for fashion and lifestyle brands.
- Focused on young professionals and urban millennials who value sleek, modern designs.
Content Strategy:
- Developed a cohesive visual identity emphasizing MVMT’s minimalist aesthetic, modern lifestyle, and versatility.
- Created UK-focused campaigns like “Style That Moves You,” showcasing watches and accessories in relatable, everyday settings such as coffee shops, coworking spaces, and cityscapes.
- Published aspirational yet achievable lifestyle content featuring UK influencers wearing MVMT products.
Localized Campaigns:
- Ran seasonal campaigns like “Timeless Winter” and “Spring Forward” highlighting versatile watch and eyewear collections tailored to the UK’s seasonal trends.
- Created a “London Look” campaign featuring product styling aligned with UK street style and urban fashion trends.
Influencer Collaborations:
- Partnered with UK-based micro-influencers and lifestyle bloggers to promote the products authentically.
- Collaborated with YouTubers for unboxing and styling videos to target MVMT’s digital-savvy audience.
Engagement Tactics:
- Used TikTok trends to create viral challenges such as “MVMT Moments,” encouraging users to share videos of how MVMT products fit into their daily routines.
- Hosted Instagram giveaways and limited-time promotions to drive excitement and engagement.
Paid Media Advertising:
- Launched targeted ads on Instagram, TikTok, and Google to promote specific collections, retarget abandoned cart users, and drive traffic to the UK website.
- Leveraged dynamic product ads to showcase personalized product recommendations.
Performance Analytics:
- Tracked campaign performance using tools like Google Analytics and Instagram Insights.
- Regularly refined content and targeting strategies based on engagement, conversion rates, and audience feedback.
03. Perfect Result
Boosted Brand Awareness:
- A 70% increase in UK-based Instagram followers within six months.
- TikTok campaigns achieved over 1.5 million views in the UK region, driving significant brand exposure among younger audiences
Increase Engagement:
- Achieved an average engagement rate of 9% across Instagram and TikTok, outperforming the industry standard (2.5–3%).
- User-generated content grew by 60%, with over 4,000 customers sharing their #MVMTstyle in the UK.
Sales Growth:
- UK e-commerce revenue increased by 35% within 9 months, with 20% of sales directly attributed to social media campaigns.
- Influencer collaborations resulted in a 25% uplift in sales during promoted periods.
Improved Customer Loyalty:
- The UK customer base saw a 30% increase in repeat purchases, driven by personalized campaigns and strong community-building efforts.
- Over 10,000 customers subscribed to exclusive UK-focused newsletters promoted via social media.
Recognition as a Lifestyle Brand:
- MVMT established itself as a trendy, modern, and accessible lifestyle brand for UK millennials, garnering overwhelmingly positive feedback on social platforms.
