NOLA Manchester

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THE BRIEF 

Nola is an independently owned retailer with a focus on quality brands which are carefully selected for their store. They stock a wide range of womenswear labels such a YMC, Selected Femme, Kings of Indigo and American Vintage. The Brighton store is well established and positioned, so generates a high amount of footfall. It also has a high level of brand awareness in the local area. For opening a new store in Manchester, the brief was very simple and goal oriented – to increase followers and brand awareness within a limited time period.

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INSIGHT 

Instagram was the natural choice for Nola in order to convey the visual side of their brand and aesthetics. Their target market is women aged 25-45 who like independent brands and boutiques as well as those who have an interest in sustainable fashion. These potential customers are the opposite of “fast fashion” and tend to buy less and buy better quality.  Individual accounts were set up for the Manchester branch to build a localised following from scratch.

 

IDEAS 

Nola needed to be positioned as a new womenswear and homeware destination in the Northern Quarter of Manchester City Centre. In order to increase brand awareness and followers, we need to encourage as much interaction as possible using things like partnerships and competitions with other local businesses, in-store events to provide multiple touchpoints for potential consumers, prompts for user-generated content to increase reach and encouraging those instore to follow. 

 

EXECUTION 

  • Competitions with Ezra and Gil (a local food and drink venue) and James Wilson (an artist who’s products Nola stocked)
  • Launch of late night Thursday openings – invited local fashion and beauty influencers
  • Promotion of events like arm knitting, held in store to promote footfall
  • Facebook ad campaign to celebrate 16 years of Nola and increase email sign ups
  • Focus on fashion that doesn’t date, using iconic women such as Debbie Harry, Carrie Fisher, SJP and Stevie Nicks. These women not only perfectly expressed the brand values of Nola around style, but also complemented the shop’s ethos of fashion that lasts, the antithesis of “fast fashion”.
  • Also very much focussed on the local community in and around the NQ. There is a network of small businesses and retailers in the area and we wanted to leverage our visibility in this community. I produced a  time-lapse video of the area which also directed people to the shop and regularly featured some of the interesting buildings and design features of the area.

 

 

RESULTS 

  • Increased page followers from 500 to 1460 in a period of 6 weeks, an average of 160 new followers every week.
  • Increased web traffic by 35% over a 2 week period
  • Achieved an engagement rate of 10%
  • Achieved a CTR on FB ads of 3.8% (average for e-commerce is 1.24%)
  • Increased web traffic from social media by 398%

 

 

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