About You is a German fashion e-commerce site, founded in 2014 by Benjamin Otto, Tarek Müller, Sebastian Betz. Already present in more than 23 European countries, About You finally debuted in Italy on September 14. The site offers over 400 thousand products and more than two thousand brands of clothing and accessories, including Nike, Levi’s, Adidas, Calvin Klein, Liu Jo, Tommy Hilfiger , and Boss. About You also offers Italian brands such as Diesel and Armani and luxury brands such as Burberry.
The main goal was to promote About You’s Instagram profile, aiming to reach 250k followers on their account in just seven days; for this purpose, we chose 3 of our best talent in-targets with the activity: Gaia Clerici, Martina dell’Anna and Michelle Puttini. Secondary goal of the campaign to promote e-commerce through a series of discounts dedicated to reaching the target audience of followers.
We then carried out a single activity divided into 3 parts, identifying a number of key periods by exploiting the April-May time frame. Key periods were:
- Teaser phase: announcements of About You’s crazy discounts begin
- Coutdown phase: Target has been reached, countdown to rebates begins
- Discount phase: the actual discounting of About You begins
The entire promotional campaign was carried out on Instagram, with 3 sets of 12 stories.
The data collected at the end of the activity, evince how effective the posted advertising was, exceeding a total of 5 Million impressions on Instagram. The set target for the entire campaign of 250k followers was reached ahead of schedule.