A Social-First Content Strategy For Silhouette By Bookmark

Bookmark developed a social-first content strategy for premium eyewear brand, Silhouette.

They are asked to create a fully integrated paid and owned content strategy to engage and connect with Silhouette consumers globally.

Objectives

  • Raise awareness of Silhouette eyewear globally
  • Create the emotional desire to try on Silhouette
  • Build a relationship with target consumers through heightened community management

Strategy

As Silhouette’s social media agency, Bookmark developed a global content strategy for their key social channels, Facebook and Instagram. Posting multiple times a week across both platforms, Bookmark combine the brand’s business insights with their own consumer insights. This helps them tell the story behind each new collection with tailored content they know the target audience will respond to, supporting their brand proposition: “Try it. Wear it. Love it.”

Through extensive community management, Bookmark improved Silhouette’s social sentiment online and developed a relationship with their audience. Responding to every comment and message Silhouette receives through its social channels, Bookmark also engage with influencers and micro-influencers to develop meaningful relationships that will increase brand awareness on a global scale.

Bookmark also produce a monthly editorial blog to blend Silhouette’s content pillars – luxury, art and music, architecture, design and fashion – with their brand identity. This content aligns with the brand’s monthly priorities and is shared across social, as part of a seamless cross-channel strategy.

silhouette-and-bookmark-case-study

Results

  • Acquired more than 12,000 new Instagram followers (and counting)
  • Comfortably exceeded KPIs in the first four months, reaching over 3.7 million people through social campaigns and increasing average post engagement rate by 5%
  • Saw a 378% increase in positive social share of voice

Learn how Bookmark can help you attract, engage and grow your audience through content marketing.

Originally published by Bookmark Content and Communications, November 2019.


About Bookmark

Bookmark is a global content and communications company. They are experts at engaging consumers, driving sales and transforming brands.

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