ABOUT THE COLLABORATION
BLOG: www.fashionmenow.co.uk INSTAGRAM FOLLOWERS: 76.6k (average like: 1900 per post)
ABOUT LUCY WILLIAMS
PINTEREST FOLLOWERS: 500,862
Lucy Williams is the fashion, lifestyle & travel blogger behind the hugely popular Fashion Me Now blog. Known for her laid back, effortlessly cool and affordable style, she has fast become a fashion in uencer with her ever growing following, who look to her as one of their style icons.
CONCEPT / LOOK OF THE COLLECTION The concept was to create a collection of jewellery that encapsulated Lucy Williams' style; she wanted to create her ultimate collection of must-have pieces to wear and layer up with her everyday wardrobe. As such, they are shown in the campaign, and regularly featured in her social media, styled and layered as she likes to wear them. These are easy to wear pieces, which can be layered up for day to evening at affordable prices. The look is delicate and re ned; a more contemporary version of the tribal trend given a luxury nish.
CONCEPT / LOOK OF THE COLLECTION
20-35 year old FASHIONABLE, STYLISH and TREND-LED woman, who looks towards fashion in uences to shape their style. They want to 'get the look' of their style crushes, such as Lucy Williams.
DESIGN PROCESS Lucy & Marisa Hordern (Creative Director of Missoma) discussed the ideas behind the collection and decided on the look and feel of the pieces together. It was a collaborative process with the design concept coming from Lucy's love of castaway inspired pieces for the perfect summer layered look. Target price points were set, sizes were discussed and number of skus & colourways outlined. Marisa and her team then went away and drew up initial sketches and technical speci cations. These were discussed with Lucy, and amended according to her feedback. Silver models were then made and rst samples presented. Any tweaks or changes were made before a second, and nal, set of samples were produced.
COLLABORATION INTERVIEW
BRACELETS: £75-£95
EARRINGS: £35-£115
NECKLACES: £55-£129
STUDS: £35-£45
THE COLLECTION SKUs: THE COLLECTION CONSISTED OF 17 STYLES ACROSS BOTH GOLD VERMEIL & STERLING SILVER. PRICE POINT:
PRICES RANGE
AVERAGE PRICE POINT
THERE ARE 2 HIGHER PRICED
from £25-£195
is £55/£65
diamond pavé styles at £159 & £195
RINGS: £25-£45
MARKETING THE COLLABORATION
HOME PAGE The Lucy Williams x Missoma collection took over the Missoma Homepage during the launch month. There were links to the Behind the Scenes Video and Interview Blog about the Collaboration.
CAMPAIGN IMAGES The photo shoot was styled by and featured Lucy Williams. It was all about her look, her jewellery and how she wears it. It made it personal and real. The campaign images and close-ups were given different looks for casual, day and evening, and were used across our website, point of sale, marketing and social media.
BEHIND THE SCENES We posted a blog about the Collaboration and gave our followers a 'Behind the Scenes' peak into the making of the Lucy Williams campaign. It invited our followers inside and gave the collection a story that they could get excited about.
CAMPAIGN VIDEO
BROCHURE To create User Generated Content we produced a pull out brochure to go inside each jewellery box with a Call to Action: Show us how you wear it #LucyWilliamsxMissoma
IN THE PRESS When the collaboration was launched it created a real buzz and was very newsworthy. It was featured in Grazia (Fashion Charts), Sunday Times Style (Wardrobe Mistress), You Magazine (May's Hot Picks) as well as Stylist, Harpers Bazaar online and Telegraph online (I-Spied).
LUCY’S LAUNCH POST Lucy's post announcing the launch of the collection showed all her favourite images including many details and natural lifestyle shots. The post described the collection as a passion project made up of all the pieces she had in her mind but was never able to nd. Listing her favourite pieces and all the little details she loves, it gave a very personal insight into the collection.
“I wouldn’t be able to do stuff like this if it wasn’t for you guys reading my blog, so I wanted to give something back and offer three of you the chance to win your favourite item from the collection. In the comments below, tell me what your favourite piece is and what beach you’d wear it on and I’ll be picking three winners on May 27th. Please make sure you have a verified Disqus account or leave your twitter handle so I can let you know if you win…. And don’t forget to use #LucyWilliamsXMissoma on Instagram so I can see how you’re wearing yours.” LUCY WILLIAMS
OVER 156 COMMENTS
“Such a beautiful and inspiring collection...” “Congratulations, your line of jewellery is absolutely gorgeous!...” “I love love love all the collection...” “I love all the designs in your new jewellery collection with Missoma...”
TO READ MORE PLEASE SEE: http://www.fashionmenow.co.uk/2015/05/lucy-williams-x-missoma-jewellery-collection/
LUCY’S COMPETITION Lucy launched an initial competition for 3 people to win their favourite item from the collection. She asked her followers to tell them what their favourite piece was and what beach you'd wear it on. This garnered a huge response from dedicated fans with detailed comments about what pieces they loved and why they loved them. The 2nd competition when sold out items come back in stock will be to follow @missomalondon to enter. The ultimate goal being to increase our Instagram following.
THE LONDON CHATTER THE LONDONER
WARDROBE ICONS
WIT BLOG
PRESS & BLOGGERS LAUNCH POST To celebrate the launch of the collection Missoma hosted a launch drinks party for Lucy Williams. The objective being to invite key press and bloggers to generate buzz surrounding the of cial launch. The event was the night before the collection went online. Press such as Grazia, Harpers Bazaar and the Sunday Times Style attended. Bloggers such as The Londoner (139k followers), The London Chatter (29.2k followers), WIT blog (19.4k followers), Wardrobe Icons, Elgin Avenue (10k followers), Stylonylon (7.7k followers)... attended. Instagram posts (with the #LucyWilliamsxMissoma) from the night included: Rosie Londoner: 1658 likes (& we had 1286 referrals from her full blog post about the event) The London Chatter: 432 likes / WIT Blog: 128 likes / Stylonylon: 212 likes / Monica Beatrice: 150 likes Missoma traf c online saw an increase of 454% on the launch day.
1,687 LIKES
#LucyWilliamsxMissoma
COMING SOON
1,391
2,206
#May13
LIKES
LIKES
1,460 LIKES
COMING SOON LUCY’S INSTAGRAM INSTAGRAM
1,592
Two weeks prior to the launch of the collection Lucy and Missoma started posting a few TEASER instagrams. This was to get followers excited and give them a taster of what was to come. It created a buzz, excitement and awareness before the launch, with our Missoma Sessions online hitting 4000 on the day of the launch and Instagram likes increasing 454%.
LIKES
@LucyWilliams02
1,436 LIKES
2,248 LIKES
1,694 LIKES
LUCY’S INSTAGRAM INSTAGRAM Lucy always posts about what she is wearing and makes sure she is regularly including all her collection pieces. Here are some examples of the type of posts she is doing to showcase the pieces with the no. of likes she receives; her strength is in showing how they should be styled and making them covetable.
#LucyWilliams02
1,921 LIKES
1,351 LIKES
1.694 1,325 LIKES
1,519 1.694 1,436 LIKES
LUCY’S INSTAGRAM POSTS
LIKES
#LucyWilliamsxMissoma
CUSTOMER UGC With the #LucyWilliamsxMissoma we are seeing end customers posting about their new Lucy Williams pieces and showing us how they wear them. This increases brand awareness and engagement and gets people talking about the brand.
@missomalondon
BEFORE
AFTER
53
153
LIKES
LIKES
MISSOMA INSTAGRAM Missoma's instagram saw a signi cant increase from their posts pre the Lucy Williams x Missoma collection. On average post likes went up by 100%. No. of likes increased by 189% and No. of followers increase 74%. Follower comments and brand interaction also markedly increased.
New Visitor
Returning Visitor
WEB STATS 36.8%
- Comparing an Average Month (March) to the Lucy Williams Collection Launch month (May):
63.2%
(Please note Lucy Williams collection only launched on 13th May so in fact these gures relate to half a month's worth of collaboration collection sales).
- Doubled CONVERSION RATE ONLINE from 1% to 2% - Increased UNIQUE VISITORS by 246%
Sessions
Users
Pageviews
- Increased PAGE VIEWS 270%
14,175
9,556
61,427
to the Lucy Williams Collection Launch month (May):
Pages / Session
Avg. Session Duration
Bounce Rate
(Please note Lucy Williams collection only launched on 13th May so in fact
4.33
00:03:06
39.72%
Even comparing December (which is normally an increase of 100%)
these gures relate to half a month's worth of collaboration collection sales).
- Increased CONVERSION RATE online from 1,7% to 2% - Increased UNIQUE VISITORS by 115%
% New Sessions
63.15%
- Increased PAGE VIEWS by 104%
In the month of May, there were 14,175 Sessions online, with 63.15% of these being New Sessions. There were 9,556 Users, and they spent an average of 3:06 mins per Session. There were 61,427 Page Views across 4.33 Pages per Session.
There was a very high referrals from Fashion Me Now & other Blogger friends of Lucy Williams – eg. Rosie Londoner (with 139k Instagram followers). - Direct conversion rate from Fashion Me Now referral (in 1 journey) = 1.44%
OVERALL COLLABORATION RESULTS
- Massive increase in Missoma's social media presence & following. - Hashtag UGC from customers who bought the collection. - Generated a real buzz around the collaboration and about Missoma. - Sold out half of the styles by the end of week 1. By the time the 2nd delivery arrived 2 weeks later we had a Waiting List for double the amount ordered so had already Pre-Sold out repeat order. - Press coverage in: Grazia, Stylist, You Magazine, Sunday Times Style as well as Telegraph online, Grazia online, Harpers online etc. - Successfully reached out to a NEW & YOUNGER audience, which the cheaper price point and more on-trend designs appealed to. - This younger audience follow, and aspire to get the look of, their STYLE INFLUENCES such as Lucy Williams. - Made the brand more trendy, fashionable and increased brand awareness & 'cool factor' by association with Lucy Williams. - Gave the brand a more editorial look and feel with the Creative Direction of Lucy Williams in the Campaign images.