Case study: The Paul Smith Optimistic so...

A couple of months ago I worked on an incredible social media campaign for Paul Smith. Partnering with youth marketing agency Latimer Digital we created a Facebook page which attracted almost 5,000 Likes in six weeks, ran a competition with over 1,000 entries and culminated in a celebrity party at a cool London venue with 50 of the winners. Here’s how we did it. Fashion house Paul Smith was launching a new fragrance called Optimistic and wanted to appeal to the 18-30 demographic using social media. Facebook was perfect: Incentive > connect with the brand >...

Lessons from Boots on how to attract and...

I went to a talk on Tuesday night called ‘How Boots helps global brands use the internet to drive sales’ by Matthew Fitzpatrick, advertising manager of Boots.com. Having written some copy for Boots, and being a girl, I was interested to find out how a huge brand like Boots uses the internet. Is it different to how I do it? In a nutshell – no. Here’s their online plan for users: ATTRACT – ENGAGE – CONVERT – RETAIN They want to attract people to their site, grab their attention so the user will engage and convert into a sale. Once...