Lulu Guinness is a quintessentially British brand, iconically known for its handbags and accessories with a legacy-making heritage. Lulu Guinness is the originator of witty, playful bags to place proudly on the table, not on the floor. All Lulu fashion accessories are works of art.
Role: Digital Marketing Coordinator
Responsibilities:
- Managing all social channels (produced, planned and posted across six channels).
- Provide daily, weekly and monthly reports across all digital channels and campaigns.
- Produced lo-fi content for socials in line with follower appetite.
- Developed and managed content strategy across organic and paid activity to drive acquisition, channel growth, traffic and sales.
- Regularly populated the Social Content Calendar to align with trade messaging.
- Successfully planned and ran 5 competitions.
- Continued optimisation of creativity to maximise performance, creating tactics for growing social traffic and executing proposed initiatives
- Provide daily, weekly and monthly reports across all digital channels and campaigns.
Social Media Management
Produced, planned and posted organic content across five channels.
Social Media Channels Managed:
- TikTok
- YouTube
Social Channels
Organic Growth:
- Developed and managed content strategy across posted and paid activity to drive acquisition, channel growth, traffic and sales.
- Produced lo-fi content for all social channels in line with follower interest.
- Regularly populated the Social Content Calendar to align with trade messaging.
- Successfully planned and ran 5 competitions.
- Continued optimisation of creativity to maximise performance, creating tactics for growing social traffic and executing proposed initiatives.
- Provide daily, weekly and monthly reports across all digital channels and campaigns.
Insights based on 6 months.
- Increased IG followers by 6% within 6 months and and avg. of 36 per day. Grew followers to exceed 100k.
- Organic video views increased by 19% as more animations and low-fi content was produced and posted.
- Instagram organic engagement rate was 6%.
- 1.45M organic impressions.
- +424% content impressions in the last 6 months.
- +159% profile views in the last 6 months.
- +184% website clicks.
- +278% in total engagements (3,341 avg. per day)
- 4% avg. engagement rate (+1% vs the previous 6 month period)
- +576 new followers (+1% vs the previous 6 month period)
- +10% in link clicks
- 4% avg. engagement rate (+21% vs the last 6 month period)
- +248% in video views
TikTok
- Launched a new TikTok channel.
- +12k views in the last 6 months
- +100 net followers per month
Brand Awareness
- Built an online community of passionate brand lovers.
- Regularly leveraged UGC and influencer content.
- Tagged in a total of 50+ weekly posts.
- Created a robust posting plan for new and secondary channels e.g. Twitter, Pinterest and TikTok.
- Hosted in-store events for new and loyal fans of the brand.
- Successfully planned and ran 5 competitions to attract new followers/potential customers.
- Produced gamification content via stories and grid to attract a younger audience e.g. spot the difference and this or that.
- Successfully worked with a mix of 7 creative collaborators (Celia Bernado, The Daily Splice, Noa Weintraub, Aleia, Kat Irlin, Emmeli Kimhi and SmallDitch).
- Strongly launched 10 seasonal campaigns.
Content Creation
Created in-house, on-brand content for digital channels.
Lo-Fi Content
- Planning and shooting lo-fi content for digital channels.
- Art directing shoots to align with brand messaging.
- Work with Graphic Designer to edit assets for campaigns.
- Edit locally shot content for lo-fi posts (static and video).
- Planned shoots for lo-fi shoots for just-launched campaigns.
Shelfie
A shelf of products from the new collection.
Unboxing
Bag unboxing with satisfying ASMR sounds.
Trend-led Content
Capitalising on trending content, sounds and music.
Events
LULU'S FLOWER SHOP @ COLUMBIA ROAD FLOWER MARKETIn celebration of our 'Lulu in Bloom' Spring collection, Lulu's Flower Shop made an appearance at Columbia Road Flower Market, where market-goers were gifted our paper flowers that never wilt. These beautiful bunches are artist Annabel Pearl's artistic take on flowers and add a playful, surreal touch to any home.
MOTHER'S DAYCelebrated the occasion with a painting session hosted by artist Annabel Pearl.
Product-focused
Copywriting
Constructed compelling, on-brand copy for all channels.
Copy
- Set the overall tone of voice for all digital channels to bring the brand's fun, quirky and witty voice to the forefront.
- Wrote copy across all digital channels e.g. socials, emails and website (products descriptions and blog posts).
- Guided and briefed external copywriter for additional projects.
Lulu’s World
Owned Lulu’s World, a blog which communicated new collections and collaborations.
EVOLUTION OF THE LIP CLUTCH
Multichannel Marketing
Oversaw content and copy for email and affiliates.
Marketing
EMAIL- Created email campaigns to align with e-commerce trading themes and on-site performance.
- Tested and optimised email content.
- Analysed post-campaign performance.
PAID/PPC/AFFILIATES- Proactively grew the affiliate programme in line with brand values.
- Weekly sale validations for external agencies.
- Developed and executed publisher activation and reactivation campaigns.
- Monitored the representation of the brand across all publisher sites.