Client

LightInTheBox is a global online retail company that delivers a wide range of products worldwide. The goal was to sell products directly from their social media channels. We needed to build a social media presence in Facebook/Instagram/Pinterest from scratch and post content with the goal of directly selling at a fast pace. Basically, we fit a giant online store into the framework of social media platforms where a follower can shop directly from the post. The main tools we used are: content strategy, influencer marketing, paid social (ads).

Objective

Facebook, Instagram and Pinterest followers growth, Sales growth.

Facebook growth

1. To implement a Global page structure which allows for a centralized conglomerate of 6 multilingual pages for individual national markets.
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3. Create a strategy for content that fosters engagement and sells products directly through a post.
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5. Use Facebook ads and influencer marketing to grow the followers base.
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7. Create a fully outfitted Facebook Shop for direct sales.

INSTAGRAM GROWTH

1. Build an Instagram page from scratch.
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3. Create a visually attractive page and a high quality content feed.
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5. Use Instagram ads, contests & giveaways, and influencer marketing to grow the follower base.
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7. Create shoppable posts for direct sales.
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9. Get Instagram influencers onboard for extra exposure and to gain quality content for the company’s website.

PINTEREST GROWTH

1. Build a Pinterest page from scratch.
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3. Create well-structured boards with high-quality content.
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5. Build the keywords and tagging strategy to make the products searchable organically.
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7. Use Pinterest ads for direct sales.

INFLUENCER MARKETING

1. Pitch to small and medium-sized influencers on Instagram, Facebook, and YouTube.
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3. Limited paid collaborations, barter preferred.
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5. Re-use IGC (influencer generated content) across all social media channels, on the company website and in the newsletters.
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7. Build shoppable social wall on the website that allows aggregation of IGC among all SM channels.

Facebook growth

1. Follower number increased from 2M to over 8M (2017-2019).
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3. Multilingual Facebook Shop with over 10k items.
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5. Posts with links collect many clicks and drive followers to check out client’s website.
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7. Promoted posts with low cost per conversion.

Example 1

1. People Reached: 319K.
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3. Post Engagement: 53K.
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5. Website conversions: 1220.
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7. Spent: $20.
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9. Cost per 1 conversion: $0.02.

Example 2

1. People Reached: 464K.
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3. Post Engagement: 61.5K.
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5. Website conversions: 774.
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7. Spent: $20.
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9. Cost per 1 conversion: $0.03.

Instagram growth

1. Number of followers grew to over 500K (2017-2019).
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3. Fresh looking Instagram page with a clear brand identity.
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5. Total Impressions within last 1.5 years (2018-2019): over 70M.
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7. Shoppable flatlays, contests and other interactive activities.

Pinterest growth

1. Number of followers grew to over 400K (2017-2019).
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3. Number of visits reached over 10M per month.
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5. Over 50 boards created with 20K+ pins.

Influencer marketing

1. Collabs with over 2000 bloggers.
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3. Over 4000 content pieces produced.
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5. Social Wall built on the company website.
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7. Total Reach through influencer posted content now over 200M people.