Kinga Csilla is a women’s fashion brand based on the Northern Beaches of Sydney. With a purpose of producing carefully considered & slowly made hand finished garments, this brand is taking Australia by storm. Kinga Csilla approached Wired to capitalise on the growing brand awareness, and increase its direct to consumer online business. We were tasked with developing recommendations to increase transactions and grow the Kinga Csilla community by reaching new audiences.
Collaborating with cross-channel teams internally, we analysed the Kinga Csilla brand, identifying areas where paid search and paid social advertising could grow the brand and increase online transactions. A fairly young brand, we saw great potential to reach customers who already knew the brand, but needed a little reminder, along with new potential customers. The opportunity to reach extensive audiences interested in beautiful feminine clothing via digital channels was a sure thing.
We developed an omni-channel, multi-phased strategy, with initial campaigns focusing on quick wins, resulting in a strong return on ad spend. Phase 1 paid social activity included a dynamic remarketing campaign targeting highly-qualified remarketing audiences. Paid Search activity consisted of Brand campaign activity aiming to maximise impression share through effective keyword targeting, bid optimisation and strategic ad copy.
Phase 2 activity followed, with more of a focus on increasing the Kinga Csilla following and reaching new audiences, while also generating transactions. For paid social, this involved launching an acquisition campaign with a focus on generating strong brand awareness for Kinga Csilla, as well as a remarketing campaign with the goal of driving transactions. For Paid Search, we were able to introduce RLSA campaign activity as the remarketing list grew. This allowed us to improve overall performance and ensure that the budget was spent more effectively.