Objectives
- Transition a well-known luxury brand from traditional advertising to digital.
- Highlight their unique competitive position in a newly crowded marketplace.
- Identify underutilized channels and tactics for digital marketing success.
- Create a pathway to increase brand awareness and sales in 2018 and 2019 .
- Find a creative alternative to advertising products.
Strategy
- Research: Conduct a digital audit focused on social media, SEO, and SEM. Review opportunities for improvement.
- Strategy: Provide a strategy document recommending a comprehensive digital marketing strategy based on audit results, industry trends, and digital best practices.
- Launch: Construct a digital launchpad for 2019 social media campaigns, also including ongoing paid advertising management, and long-term SEO.
Results
- DUXIANA understands their unique position as an established bedding company competing with a handful of direct and secondary competitors.
- DUXIANA understands how their past digital marketing efforts succeeded, fell short, and drove changes in revenue and brand awareness.
- DUXIANA was delivered a comprehensive digital marketing roadmap for 2018 and 2019, which is being implemented by B+C.
