Changing the online shopping experience with Augmented Reality Fashion App Pictofit
Social Media Strategy, Content Strategy, Key Messages and Positioning, Social Media Marketing, Channel Management & Community Building, Blogger & Key Media Outreach.
CREATING A CONSUMER-FOCUSED SOCIAL BRAND & COMMUNITY OF FASHION-APP USERS
Pictofit approached me to help them define their brand identity and communication strategy to launch Pictofit via owned & earned media, create app downloads and as a long term goal, build a community.
STRATEGY: SOCIAL MEDIA & CONTENT STRATEGY
We defined the brand personality, personas, key messages and relevant touchpoints to reach their target audiences. Based on insights about the user motivations, we created different messages for different audiences, channels and phases in the launch process and created a Social Media and Content Strategy that points out the relevance for the user in every day life.
ACTIVATION / SOCIAL MEDIA MARKETING
We created an activation strategy for the launch of the app on the European market. The challenge was to reach the right audiences, catch their attention and generate app downloads.
We liased with infuencers and key media in fashion to test the app and use it in different scenarios.
Pictofit was picked up by several key media and industry influencers, who shared their experience with Pictofit from different, personal angles.
Ketch’em Bunnies and Who’s Mocca used the app for planning their blog outfits ahead, Brigitte tested it for combining new outfits from online and Fashiontamtam used it for testing how her self-designed dress would look one her, before starting to produce it.
With an Instagram advertising campaign, driving app downloads on iOS and Android, we generated more than 30.000 downloads within the the first 6 months and reached more than 2 million people.