Tactics - Social Media

Tactics | Social Media Campaign

As Re-Story’s target market spend time on social media, a hashtag called #yourstoryretold will be associated with the campaign to enable the audience to recognise when a post is relating to it. The # is a call to action directed at the consumer, encouraging consumers to get involved and help Retold to retell and resell vintage garments which are no longer worn.

The objective of the hashtag campaign is to aid in expanding Retold’s engagement and audience, using the hashtag to connect consumers and grow a close-knit community.

The hashtag will be used on all posts, emails and website content relating to the collection concept, and there will be a story highlight on Instagram of all the Re-Story related posts saved in one place. Five Instagram influencers will also be included in the #yourstoryretold campaign.

Through written and spoken direction, consumers will be encouraged to use the # when posting collection content, to create a buzz around the collection. In addition, press and consumers attending the virtual launch event will be encouraged to document the event using the hashtag, to create awareness of the collection.

Tactics|Instagram Influencers

Influencer marketing is a key technique to expand reach and increase brand coverage, creating excitement around Retold.

Five influencers will be involved in Re-Story’s launch to help promote it further, increasing paid media. The influencers involved will be part of Retold’s existing audience and advocates for sustainable and vintage fashion, with a following of likeminded people and potential customers for Retold. It is important to select influencers who will represent the brand in an appropriate way and reflect Retold’s aesthetic.

These influencers will attend the virtual press event, and will document the event using the hashtag #yourstoryretold and five Instagram stories. The influencers will then post a story and grid post about the collection, promoting it to their followers. Retold will then be able to repost these posts, promoting positive coverage and increasing brand appeal. They will be permanently saved to a story highlight of Re-Story on Retold’s profile for consumers and new customers to see.

The proposed influencers have a wide-ranging follower count, and the payment for each influencer will reflect that. Utilising both micro-influencers and influencers with larger followings helps to reach a wider audience.

Tactics | Retold’s Instagram Posts

Retold will promote Re-Story using an opti-channelled approach, through the brand’s Instagram profile, creating a community hub.

A range of content will be posted to promote the launch to maximise impact, including stories and grid posts of promotional materials created by Layer, including collage, photography, graphics and video.

Retold will utilise Instagram’s sponsored posts feature, increasing paid media to extend reach and awareness of the brand and partnership, with the aim of increasing Retold’s following and community on Instagram. From following on Instagram, consumers would then be encouraged to become a subscriber which increases loyal customers and helps the brand to grow. This will be particularly helpful in promoting Retold to a younger audience, who spend considerable time on social media.

Retold will post daily in the run up to the collection launch, sharing sneak previews of the stories, fabric and garments to build excitement and keep a constant line of communication about Re-Story. Grid posts will be further promoted on Retold and Layer’s stories, and Retold’s stories will feature behind-the-scenes content from the lookbook shoots and fun personal outtakes.

Tactics | Layer’s Instagram Posts

Layer will share Retold’s Instagram posts and stories promoting ReStory and the collection launch onto their Instagram profile. Layer will also post grid posts and stories updating followers on the stages of the project, showing upcycling in progress and sneak previews to generate anticipation. As well as giving updates on sustainable practices and implementation of the project.

The posts will direct the reader to Retold to find out more, increasing Retold’s online traffic for both their Instagram profile and website.

These posts will be viewed by a range of people, including press, consumers, sustainability advocates and brands who are considering working with Layer.