2020 Summit International Awards: Social Media Campaign
OAK + FORT is a Canadian fashion brand that provides accessible luxury for women and men who seek everyday essentials reimagined with a modern minimalist approach. Since launching its first boutique in 2010, OAK + FORT has grown rapidly, largely supported by grassroots marketing and word of mouth. Brand loyalists were actively engaging on social media, but by the time OAK + FORT approached DAC in March of 2019, the company had not yet made an entrance into paid digital advertising.
Ecommerce revenue, while growing at a healthy pace, was coming primarily from existing customers making repeat purchases. DAC saw enormous opportunity to better leverage digital for new customer acquisition and to help OAK + FORT further accelerate its growth.
Given the need to support both online and offline sales outcomes, we took our foundational Enterprise-to-Local approach to strategy and campaign planning.
A localised media plan and campaign structure was required to optimise at the most granular level. Carousel ads proved to be the most effective format as they allowed us to convey the overall OAK + FORT brand aesthetic to new customers through featuring multiple products. DAC worked in close partnership with the OAK + FORT marketing team to ensure creative was refreshed often and featured some of the most exciting items in current inventory.
DAC and OAK+FORT launched two campaigns to prospect new customers, but these also included existing OAK+FORT customers and fans of the brand in order to maximise in-person attendance. Specifically, we helped them create:
- Event campaigns to boost visibility of a Facebook event page customers could RSVP to
- Awareness-focused campaigns that directed to custom event landing pages on oakandfort.ca
The result? 10x total program ROAS in the first 90 days.
Our impact was so substantial that we were awarded the Summit International Emerging Media Award in the Social Media Category, prevailing in a fierce competition against more than 1,200 submissions from nine different countries.