Digital Strategies Stella McCartney’s web marketing By Giovana Granchi
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STELLA MCCARTNEY About the brand
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DIGITAL MARKETING STRATEGIES 2018-19 Business Traffic, brand traffic, social media platforms and natural traffic.
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THE COMPETITORS Benchmarking of four competitors through their digital strategies approach.
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STRATEGIC RECOMMENDATIONS
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CONCLUSION
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The timeline
Stella McCartney About the brand - After designing for Chloé, Stella McCartney founded her fashion house in 2001, in the form of a 50/50 joint venture with the Kering Group. - At the same year, she presented a fashion show in Paris. - Stella McCartney is the first eco-friendly and sustainable luxury house. Since the first collection, Stella defends the vegetarian fashion and decided don’t use leather or fur in her pieces. - The brand’s product portfolio is composed of Ready-to-wear, intimates, swimwear, accessories, and shoes for women, men and kids. It’s also possible to buy the sportive products of her collaboration with Adidas on her website. - Today Stella McCartney’s has 51 independent store network and other 863 retailers around the world. - The brand is independent since 2018 and has committed with sustainable development which is an integral part of the brand’s values.
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Stella graduates from Central St Martins and 2 years later become the creative director of Chloé.
STELLA perfume is launched
1995
2003
Launch of the Lingerie Collection.
2008
2001
2004
The brand Stella Mccartney is launched in a 50/50 Partnership with Kerring Group.
Launch of a long term collaboration between Adidas and Stella Mccartney
Menswear collection is launched.
Debut of the kids and baby collection.
2016
2010
2018
2015
After 17 years, Stella buys a majority stake in the company back from Kering.
Best British brand of the Year.
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Digital Marketing Strategies Stella McCartney Digital Analysis
The Business Traffic The business traffic is part of paid media, its role is to boost the owned media and also to stimulate the earned media.
E-mail Marketing
- Corresponds to 1.62% of the clicks conversion from the search websites to the Stella McCartney’s website. - The most popular day of the Week: Friday. - Promotional Rate: 2% - E-mails per week: 1-2 - The content: The brand uses the e-mail marketing to communicates
- World ranking: # 137.552 - Ranking in the category Shopping / Clothing: # 1,968 - Number of visitors (Dec 2018-Feb 2019): 1.133M - Rebound rate: 45.29% Top 5 Countries
Web x Mobile
Source: Similar Web- March 2019
Source: Mail Charts- March 2019 6
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Other Medias: - Paid Research is responsible for 12.44% of the website traffic. - 18.77% of the search traffic is paid. - The display Ads converts 1.41% of the website traffic. - The brand is present (through its online retailers) in price comparer platforms such as Google Shopping,
The Brand’s traffic The brand traffic is part of paid media, which is utilized to communicate brand’ story values through E-Advertising, E-PR (influencers), Web TV, Series and etc.
E-Advertising
Yahoo shopping, and Bizrate.com
April 2018
Top Ads destination
Editors who send publicity traffic:
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This video campaign celebrates the activation of Adidas by Stella McCartney store trough Stylebop. The campaign follow the values of its partnership and counts the narrative of three creative women: Janae Roubleau, Dana Williams, Sophia Chang. The video intends to draw a parellel between these innovative women who are inpiring the new gerenations through art and the responsible production of Adidas by Stella McCartney. The main idea is “to leave the planet better than they found it.”
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Stella’s World Stella McCartney keeps the public close to her values and brand storytelling through the section: Stella World in her own website. It works basically like a webzine and is possible to find contents about the brand latest news and also to keep up with the stainable development. The contents go thru new partnerships, the new sustainable technologies and the support in animal causes. The brand used to post once or twice in the month. At the bottom of the page it’s possible to share the story in the social medias.
The Social traffic The social traffic is part of the earned (Apps, SMS/MMS, etc) and shared media(Social media platforms, social games, blogs, vlogs, forums, etc). This kind of media used to be free for the users and can stimulate the traffic on the website
The Data - According to the Similar Web report, today the social media represents 2.94% of the clicks conversion from the search websites to the Stella McCartney’s website. The Social medias which generates website traffic Desktop only
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Instagram Analysis February 10, 2019- March 11, 2019
- Number of followers: 5 770 396 - Number of likes: 762 496 - Number of comments: 7 059 - Posts this month: 75 - Average number of posts per day: 2,50 - The main content: Stella uses to post mostly about product launching, fashion shows, events, collaborations, social causes, and tag celebrities using Stella’s designs. - For the menswear line, the brand uses the account @StellaMenswear and for kids @StellaKids - The brand recently started to use the Ig Tv where it posted a video supporting a breast cancer cause and also a fashion show.
Facebook Analysis February 10, 2019- March 11, 2019
- Number of fans: 926 826 - Number of reactions: 8 811 - Number of comments: 256 - Posts this month: 38 - Average number of posts per day: 1,27 -Number of Shares: 481 - The main content: On this social media stella has a similar content with Instagram the main difference is the number of pictures in one publications that is a way bigger than Instagram and used to cover fashion shows.
Post types
Most engaging post types
Top 3 most popular posts in the month Top 4 most popular publications in the month
Source: Social Bakers
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Youtube Analysis February 10, 2019- March 11, 2019
- Total Subscriber: 9 601 - Number of likes: 289 - Number of dislikes: 6 - New videos this month: 1 - Average number of posts per day: 0.03 - The main content: Stella uses to post mostly to promote her new campaigns, to show product know-how (how it is made), fashion shows and also projects that she is involved concerned to sustainability, art and the breast cancer.
Top video of the month
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Twitter Analysis February 10, 2019- March 11, 2019
- Number of followers: 1 026 701 - Number of likes: 4 816 - Number of retweets: 960 - New videos this month: 53 - Average number of posts per day:1.77 - The main content: The content is the same as Facebook and Instagram. She used to post her tweets always including an image or video. She retweets posts when she is mentioned in some media vehicle like Vogue for example, or also can retweet an interesting reading.
Top 4 most popular tweets in the month
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The natural traffic The natural traffic is the type of traffic which isn’t generated by paid ads. In this organic traffic the visitors find a website after using research tools, such as Google and Yahoo, then they aren’t referred by any other website.
The Organic traffic Today most of Stella McCartney’s website traffic is due to the organic research. This fact means that the website is offering good content, and it is updated regularly, attracting new visitors.
The competitors Victoria Beckham
Business Traffic E-mail marketing: Newsletter every 3 days, offering new products. Paid research traffic: 16.96% Display ads convertion: 1,45% Presence in shop comparers: Google and Yahoo.
Victoria Beckham: Founded: 2008, UK Target: 25/45 yo Women, Upper middle class, professional Positioning: Affordable Luxury, classic & feminine design.
Brand Traffic
2018: Campaign celebrating her 10 years in the industry, she made a photoshoot ad with a giant shopping bag. (Promoting a new line of tees on instagram) 2019: Campaign Reebok x Victoria Beckham Season 1
Social media
Traffic research
Top Terms- Organic research
February 10, 2019- March 11, 2019
Top 3 social medias which generates traffic to the website: Instagram, facebook and twitter. Victoria Beckham: Fans: 3.1 M Interactions: 1.1k Posts per day: 0,67
Stella McCartney: Fans: 927 k Interactions: 280,1 Posts per day: 1,20 Stella McCartney: Fans: 1 M Interaction per post: 50 Posts per day: 1,67
Victoria Beckham: Followers: 12,8 M Interaction per post: 45 Posts per day: 1,5
Natural traffic
Organic research: 83,04% 16
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The competitors Jil Sander
Business Traffic
The competitors Alexander McQueen
E-mail marketing: Newsletter once-twice in the week , offering new products. Paid research traffic: 10.53% Display ads convertion: 1,71% Presence in shop comparers: Google and Yahoo.
Jil Sander Founded: 1968, Germany Target: 25/45 yo Women, Upper middle class, professional, artistic. Positioning: Affordable luxury, minimalistic,
Brand Traffic Jil Sander World: This sesion on her own website spotlight the latest projects, campaigns and the behind scenes.
Social media
Stella McCartney: Followers: 5.8 M Interactions per post: 3.9k Posts per day: 2,3
Jil Sander Followers: 294k Interactions per post: 2.2k Posts per day: 1,67
Stella McCartney: Fans: 927k Interactions: 1.7k Posts per day: 1,20
Jil Sander: Fans: 120k Interactions: 309 Posts per day: 0,30
Natural traffic
Organic research: 89,47% 18
E-mail marketing: Newsletter every 4 days , offering new products. Paid research traffic: 15.93% Display ads convertion: 0.64% Presence in shop comparers: Google and Yahoo.
Alexander McQueen Founded: 1992, UK Target: 20/45 yo Women, Upper class, bold Purchasing power. Positioning: Luxury, innovative design, bold.
Brand Traffic
Story telling videos on youtube: #BLOOMATNIGHT- An exotic journey of discovery. McQueen’s world: This session on the brand’s website publishes montly ad campaigns, fashion shows. The difusion line MCQ has an interesting fanzine.
Social media
February 10, 2019- March 11, 2019
Top 3 social medias which generates traffic to the website: Facebook, Youtube and Instagram.
Business Traffic
February 10, 2019- March 11, 2019
Top 3 social medias which generates traffic to the website: Facebook, Reddit and Youtube.
Stella McCartney: Followers: 5.8 M Interactions per post: 3.9k Posts per day: 2,3
Alexander McQueen Followers:7.7M Interactions per post: 7.3k Posts per day: 2,17
Stella McCartney: Fans: 927k Interactions: 1.7k Posts per day: 1,20
Alexander McQueen Fans: 2M Interactions: 6.2K Posts per day: 2,23
Natural traffic
Organic research: 84,07% 19
The competitors Vivienne Westwood
Business Traffic E-mail marketing: Newsletter once-twice in the week , offering new products. Paid research traffic: 15.83% Display ads convertion: 0.54% Presence in shop comparers: Google and Yahoo.
Vivienne Westwood Founded: 1971, London Target: Women and men, Upper middle class, artistic, bold socially/enviromentaly engaged. Positioning: Creative and sustainable niche luxury.
Brand Traffic
Vivienne keeps their fans entertained on youtube with catwalk shows, ad campaigns, storytelling product videos and also personal videos where she comments subjects such as the climate revolution or play cards. Vivienne’s World: On her website, she updates an interesting blog which abords her brand heritage storytelling and intellectual discussion videos.
Social media
February 10, 2019- March 11, 2019
Top 3 social medias which generates traffic to the website: Youtube, Facebook and Instagram.
Stella McCartney: Followers: 5.8M Interactions per post: 3.9k Posts per day: 2,3
Vivienne Westwood: Followers: 1.5 M Interactions per post: 2.4k Posts per day: 2,30
Stella McCartney: Fans: 927k Interactions: 1.7k Posts per day: 1,20
Vivienne Westwood: Fans: 1.1M Interactions: 4.4k Posts per day: 0,6
Natural traffic
Recomendations for Stella McCartney Business Traffic E-mail marketing: To keep 1-2 emails in the week, specially on friday. To reduce e-mails about catwalk shows, because not everyone is interested and invest more in promotional e-mails such as offering free shipping for products that are back to stock. To use the e-mail channel to keeps the idea exclusivity such as advantages for members and invitations to store opening events, for example.
Business Traffic
To fortify “Stella’s World” including more inspirational contents, for example, the sustainable style guide, to keep the posts about the latest’s technologies for the sustainable fashion and contents attached to the lifestyle.
Social Traffic
Instagram: I believe that first of all Stella McCartney’s account should join forces with her other two accounts: @StellaKids and @ StellaMenswear, creating a unique lifestyle. In her account she has chosen the celebrities as “influencers” and I believe that she could also consider a blogger which has the same values as her because it would renew the brand. She could also encourage hashtags to engage the users and also to spotlight collaborations, bringing new visitors to the account. Facebook: For this social network, I believe that she must to diversify the content for not have the same one from Instagram. The use of Facebook ads could also stimulates the sales. Twitter: Also diversify the contents and share more about Stella as a person and a designer, her video abou the women’s day was one of the most likeds this month.
Organic research: 84.17%
Youtube: To post more regulary and to bring story telling contents .
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Conclusion
Stella McCartney and it’s competitors conquered the notoriety online, because of the superior percentage of natural traffic in comparision with paid researchs. The designer itself is a very important tool for engagement online, and the brand’s which is utilising contents generated directly from them are more popular in social media. For this reason I believe that is important to give voice to the designer in the social medias and let them to express themselves. The majority of the brands showed that the mobile traffic is more expressive than the desktop’s, which might be an opportunity to the creation of new mobiles apps and stimilates engagement. Stella McCartney has good oportunities to grow online, since that only 2.94% of her website traffic is generate by social media, which could be increased with a restruturation. To fortify the website updating frequently and investing in contents to “Stella’s World” will keep the natural traffic to the website.
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References
https://suite.socialbakers.com/666382/analytics/fb/ overview?items=14273229&v-demo=1&c-t1=0&c-t2=0&ct3=0&c-t6=0&c-t4=0&c-t11=d&c-t5=0&c-d1=last-30 https://suite.socialbakers.com/666382/analytics/ig/ overview?items=14273231&v-demo=1&c-d1=last-30&ct5=0&c-t1=0&c-t2=0&c-t3=0&c-t4=0 https://suite.socialbakers.com/666382/analytics/tw/ overview?items=14273230&v-demo=1&c-d1=last-30&ct1=0&c-t2=0&c-t3=0&c-t4=0&c-t5=0 https://suite.socialbakers.com/666382/analytics/yt/ overview?items=14273232&v-demo=1&c-d1=last-30&ct1=0&c-t2=0&c-t3=0&c-t4=0&c-t5=0 http://socialmention.com/search?q=stella+mccartney&t=all&bt nG=Search https://www.stellamccartney.com/experience/fr/ https://adwords.google.com/analytics/web/ provision/?authuser=0#/report/visitors-actives/ a136096571w196365349p191410235/ https://app.mailcharts.com/companies/5477/overview https://pro.similarweb.com/#/website/worldwide-overview/ jilsander.com/*/999/3m?webSource=Total https://shopping.yahoo.com/search? fr=yshoppingheader_test2&type=2button&p=stella%20 mccartney&did=0 https://www.adsoftheworld.com/media/digital/adidas_adidas_ by_stella_mccartney https://www.instagram.com/p/BniaSYUgvhE/?utm_
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Giovana Granchi