01 — Project details
MBUK Magazine came to us with the objective of opening up an online merch shop. The main objective was to drive sales and establish a strong brand identity for the shop. The second objective was to launch a limited edition product range.
02 — Creative process
Researching
I began by researching best practice and case studies from successful and well established brands. Pulling out some key takeaways to incorporate into the planning and execution phases.
Planning
I worked with the designer on our team to put together a BTS shoot content plan as well as creating a photography brief that was submitted to the brands photographer. Together we put together a mood board that we presented to the brand team to fine tune the messaging and assets to ensure they stayed consistent with the current MBUK Magazine TOV and style.
Executing
We collated all the assets we had captured and worked through any amends given from the brand team. I put together different phases of posts from brand awareness, pre-launch sign up messaging, engagement led posts that encourage tagging and sharing and finally official launch day posts. I also set up a community and loyalty based email campaign to speak directly to our current magazine subscribers and offer exclusive discount access.
Reporting
Throughout each phase of the marketing plan, I constantly checked in on post performance to assess the success of each message type and tweak where needed. The social and email campaign helped to increase total sales by 327% and saw a 309% increase in site traffic.
Brand awareness and shop launch social posts
Join the crew! Get 10% OFF your first shop and be the first to know about new arrivals, sales, and special promos. https://shop.mbuk.com/
Big news incoming! We’re launching the official MBUK Shop 🙌
Your go-to spot for stylish merch, perfect for on or off the bike.
Hit the link in our bio for exclusive updates and 10% off when we go live! 🤘
Bonus points to anyone that can spot Tom repping our new merch 🕵️♂️
MBUK superfan? Start repping our merch on and off the trails 🚵♂️
There’s even something for the dog 🐶
Limited edition campaign - social post examples
Something special is coming… but not for long. Stay tuned! 👀
💥 THIS. IS. IT 💥 Our limited-edition drop is here - made for true trail legends, with our freshest and boldest style. With limited stock, don’t miss your chance to own a piece of MTB history
⚡️LIMITED COVER REWIND DROP ⚡️
Our freshest, boldest, rarest designs yet – only for a lucky few. Be first. Be fast. Be unforgettable. https://shop.mbuk.com/
03 — Results
Despite no marketing budget we were still able to establish a strong brand identity foundation that aligns well with the current magazine identity. We launched a successful and engaging promotional campaign that has set up everything the brand needs to easily develop from.
+309%
Traffic
+66K
Impressions
+320%
Orders
