Keep's objective was to use our brand voice to drive engagement across our
platforms, both in app AND on site, via the marketing channels we utilize to
engage our customers. Focusing on relatable and humorous copy, Keep gained
awareness, attention and social shares from our audience across multiple
platforms. Testing copy via Instagram quotes or email subject lines allowed Keep
to identify themes and a tone that would perform well on other platforms. Email
Subject lines, app push notifications, in-app communications, Instagram quotes
and tweets all featured similar copy when that copy generated engagement and
positive response. Copy is on-brand for Keep, shopping/fashion focused, and
humorous. The result is a social voice that is recognized and engaged with by
our audience (females 25-34). We are often re-tweeted, shared, contacted by our
customers and imitated by other brands (without much success!) who seek to
replicate our brand voice.
In the ever-evolving social media landscape, a huge triumph is commanding the
attention and engagement of your audience without "advertising" to them. In
social media, you'll succeed if you are cool, or if you are funny. Our copy initiative
aims at both of those targets.
If you can make your audience laugh, relate, or look up to you, they will share
your social posts with their friends, igniting the chain reaction that is the holy grail
of social media: Go Viral.
We are particularly proud of our copy initiative because of its very welcome side
effect: Sales. Building audience attachment and engagement through social
media, particularly with respect to Instagram, generates sales—specifically first
time buyers. *
*Sales data included is sensitive information.
Our company has utilized social media as a platform for defining our voice. Our
audience has come to know who we are through our subject lines, Instagram
posts, push notifications, and of course the utility and shopping experience of
Keep.
