Desigual: Using Social Data to Take NYFW To New Heights

  • Desigual wanted to increase awareness, engagement, and brand likeability both globally and in local markets, and especially around real-time events like New York Fashion Week
  • They focus on building a quality audience and conversations, ensuring the execution of effective campaigns, and evaluating their performance across social networks
  • As partners with Socialbakers for nearly 4 years, they’ve integrated a data-driven approach to their social media presence from the very beginning
  • They are one of the most engaging fashion brands on Facebook, and achieve 5x more interactions than the global fashion industry

“It’s crucial to measure and analyze on a daily basis, and maintain strong relationships with analytics partners such as Socialbakers.”

Boris Mercier
Head of Social Media

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Desigual’s motto is “La Vida es Chula” (Life is Cool). With 500 stores in 109 countries, and millions of fans and followers across social media, life clearly is cool for the Barcelona-based fashion house. Social has played a large part in their growth, and figures to play an outsized role in the company's future expansion. That means using data to make smarter marketing decisions, build awareness and sales, and ultimately drive the business forward - and for that, Desigual turns to Socialbakers Analytics.

“With the evolution of the social media landscape, it’s crucial to measure and analyze on a daily basis and to maintain strong relationships with Analytics partners such as Socialbakers,” says Boris Mercier, Head of Social Media at Desigual.

Socialbakers data drives awareness and sales, but it is also at the heart of their decision-making process when strategizing for real-time events. Nowhere is this more pertinent than New York Fashion Week (NYFW). NYFW is the most important window for fashion brands to gain recognition and increase brand awareness; it’s a no-brainer that fashion brands must seize the moment, and keep the conversations alive on social.

For Desigual, Socialbakers data has played an instrumental role before, during, and after NYFW for the past three seasons’ shows. In February 2015, Desigual took the spring/summer runway by storm and dominated the event on social by becoming the 3rd-most interacted-with fashion brand. But that wasn’t good enough for them.

“We use Socialbakers Analytics to better understand what we do, to better understand our results, and to improve through the figures and information for what we will do in the future,” says Borja Castresana, Desigual’s Chief Marketing Officer. Desigual looked at the data from their spring/summer show to identify what had the biggest impact on social, what their competitors did, what was most engaging, and created a new and revamped strategy for the fall/winter 2015 edition.

“We are really competitive. We love benchmarking ourselves against the competition,” says Dimi Karavasilis, Senior Social Media Strategist at Desigual.

Desigual is “achieving engagement rates which are clearly above any other fashion company in the world,” according to CMO Castresana. The data tell the whole story.

Engaging Audiences

Desigual is one of the most engaging fashion brands on Facebook. They have experienced the same amount of shares and interactions compared to the world’s largest fashion brands (some with audiences several times larger).





Instagram is the definitive platform for fashion brands, and they are doing exceptionally well here also by gaining nearly 19,000 followers per month. They experienced a huge spike of interactions during February spring/summer NYFW, and in the lead up to the NYFW fall/winter edition.





These numbers are sensational, but so too is the amount of buzz Desigual generated on Facebook during NYFW which was well above the global fashion industry benchmark.



Screenshot taken directly from Socialbakers Analytics

On average, Desigual achieved more than 6,000 interactions per day with the lead up to, during, and after NYFW - compare that with the global fashion industry benchmark that experienced an average of only 428 interactions! The brand awareness they raised on social throughout NYFW clearly did wonders for the Spanish retailer. They grew their Facebook audience by 50,000 new fans; that’s 2,300 per day, far above the global fashion average.



Screenshot taken directly from Socialbakers Analytics

What’s more, Socialbakers Analytics has enabled them to quickly compare competitors, define their KPIs, ensure they are building a quality audience, and amplify the impact of their advertising budget. The brand is taking a strategic approach to every aspect of their content strategy both on and off the catwalk.

“After an event like NYFW, the most important thing is to put together a report in order to see where we are in comparison to last year, and Socialbakers is definitely going to be part of that,” says Desigual’s Karavasilis. “They help us track all of the buzz and compare ourselves to all the other brands, which plays a key role in how social media fits within the company, as well as helping ourselves learn more and move us forward as a social media team.”

Unlocking Paid vs. Organic

Promoted Post Detection (PPD) has become one of most valuable features for Desigual; especially during a live event like New York Fashion Week (NYFW) when there is such huge competition in the News Feed.

“One of the most interesting features of Socialbakers Analytics is Promoted Post Detection. It allows us to check if competitors are investing in a specific market or specific area, in a specific area of time. The tool allows us to invest, react, and act,” says Mercier. PPD gives Desigual a competitive edge because they’re able to see what their competitors are promoting across markets, and has helped them to optimize their ad spend accordingly.



Community Engagement

On Facebook, Desigual has a 99% Question Response Rate, which means they respond to nearly every question or comment, be it praise or not! Desigual measures what resonates with their audience; for example, if fans react positively to a certain image, they know it might be worth investing in a billboard with that picture. By listening to the feedback of their community, they are able to not only craft a clever content strategy which generates a ton of interactions organically, but also helps them when designing new products.

Simply put, Desigual understands their audience is an invaluable resource, and they strive to do more than market to them, they want to create happy customers through dialogue while promoting Desigual’s colorful personality to build their brand across channels and countries. This is something all brands should emulate on social.

On social, Desigual wants to demonstrate both the essence and value of the brand and it’s products, as well as building loyal customers through a strategic data-driven approach with the help of Socialbakers.

“It’s important to maintain an overview to be sure that everything is working well globally, locally, and across all our platforms,” says Mercier.

Challenges

Desigual wanted to increase awareness, engagement, and brand likeability both globally and in local markets, and especially around real-time events like New York Fashion Week.

Solution

They focus on building a quality audience and conversations, ensuring the execution of effective campaigns, and evaluating their performance across social networks.

Advantages

As partners with Socialbakers for nearly 4 years, they’ve integrated a data-driven approach to their social media presence from the very beginning. They are one of the most engaging fashion brands on Facebook, and achieve 5x more interactions than the global fashion industry.

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