Clemence & Margaux: Social Media Marketing Plan
Clemence & Margaux is a distinguished and internationally recognized eyewear brand known for its high-fashion designs.
With a strong foothold in the European market, the company is at an exciting moment setting its sights on an ambitious venture: breaking into the United States eyewear market.
This social media marketing plan was tailored by my team and I to steer Clemence & Margaux’s brand toward success by artfully leveraging the power of social media.
Breaking into the U.S. Market
Clemence & Margaux currently has a solid presence in select European nations, including France, Belgium, Italy, Spain, Germany, and Luxembourg.
They envision a future of continuous expansion.
The goal is to launch Clemence & Margaux, a distinguished European eyewear brand, into the U.S. market.
This SWOT Analysis reflects some of the company's challenges when trying to break into the U.S. market and what it can do to overcome them.
Market Research & Insight
The United States has established itself as the leading country of revenue generation in the eyewear industry, accounting for approximately $33.8B in 2023.
The eyewear market in this country has grown steadily over the years, with a projected annual growth of 4.3% over the next four.
Multiple factors, including fashion trends, population growth, the rising incidence of eye diseases, rising incomes, increased awareness of eye health, technological advancements, and the growth of e-commerce, are driving industry growth.
Competitor Analysis
Social Media Marketing Analysis & Strategy
It is important to note that the company is currently operating as a primarily B2B business in Europe and they’re aiming to have a more B2C focused model when establishing themselves in the U.S. eyewear market.
Based on Clemence & Margaux’s brand and content guidelines, and the customer personas generated for this brand, a three month social media marketing plan was developed specifically tailored to meet the following objectives.
Below are the highlights of said plan:
Main Marketing Objectives -
Increase Brand Awareness: Utilize social media platforms to enhance visibility and resonate with the American audience.
Expand Client Portfolio: Target new customers and deepen engagement with existing ones.
Content Strategy: Develop innovative content including carousels and educational videos to attract and retain followers.
Focus on Brand Voice: Using the established sophisticated and approachable tone, promote individuality and style.
Strategies and Tactics -
Increasing Brand Awareness:
Platform Diversification: Expand presence on Instagram, Facebook, and TikTok with 5-7 weekly posts.
Influencer Collaborations: Partner with prominent U.S. fashion micro-influencers for authentic promotion and increased traffic.
Expanding Client Portfolio:
Content Diversity: Create varied content including product showcases, lookbooks, and styling tips.
User Engagement: Encourage customer interactions and shared user-generated content with branded hashtags.
Enhancing Market Presence:
Localization: Tailor content to U.S. fashion trends and cultural nuances.
Product Expansion: Introduce new collections specifically for the U.S. market.
Paid Advertising: Run targeted and retargeting campaigns on Instagram and Facebook.
Social Media Campaigns -
Instagram Campaign:
Hashtags: Create #ShadesOfYou for user-generated content and #Clemence&MargauxMoments for customer testimonials.
Content Themes: Structure posts into themed sections with shopping posts (3 posts), engaging visuals (3 posts), carousels (1 post), and reels (2 posts).
Engagement: Implement strategies for direct messages, enhancing customer interaction and support.
(i.e. "Hey! Thanks for sharing your stunning photo featuring our sunglasses! 🕶️✨” )
Paid Media:
Facebook: Increase brand awareness, website traffic, and lead generation through targeted ads, content creation, and community engagement.
Instagram: Leverage targeted campaigns, collaborations, and strategic content to boost brand presence and drive traffic.
TikTok: Establish a new account, collaborate with micro-influencers, and utilize TikTok-specific strategies to enhance brand credibility and engagement.
Key Performance Indicators (KPIs) -
Brand Awareness: Monitor new social media followers, engagement metrics, brand tags, mentions, and shares.
Client Portfolio: Track click-through rates, user-generated posts, blog engagement, and response times.
Market Presence: Assess user engagement with localized content, revenue growth from new collections, and ad performance.
By executing this strategic plan and leveraging social media platforms to expand brand presence and engage with target audiences effectively, my team’s approach combines innovative content creation, influencer partnerships, and targeted advertising to achieve significant growth and visibility in new markets.