Two hundred thousand new followers for a well-known Australian label.
CAMILLA is an Australian luxury resort-wear label, known for its signature prints and collectable collections. We ran the social audience growth programme across the brand's owned channels.
CAMILLA: 200,000 new followers added to a luxury label's owned channels.
Audience growth was run as a brand investment line and reported as one, with the target being followers the label could sell to season after season at full price.
Content came out of the brand's own material. Signature prints and collection stories were produced on a cadence that kept the channels active and held the tone the label already had.
Growth tactics were constrained on purpose. No discount messaging and no engagement bait, so the audience being added was an audience the label could use.
Across the programme the owned channels grew by 200,000 new likes and followers, with the brand's position held.
The engagement.
Audience as an asset
Audience growth run as a brand investment: 200,000 new likes and followers added to the owned channels.
Print-led storytelling
Content built around the brand's signature prints and collection narratives, holding luxury tone while compounding reach.
Luxury discipline
Growth without discount noise or engagement bait, the audience gained was an audience worth owning.
New likes and followers grown
Growth without eroding the brand position
An audience the label monetises every season
CAMILLA, the print house we grow at full price.
What did 121 Group do for CAMILLA?
121 Group ran the social audience growth programme across CAMILLA’s owned channels.
What industry is this fashion and beauty case study in?
CAMILLA operates in fashion and beauty. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach fashion and beauty marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
A label with presence, and social channels growing slower than the brand deserves?
Thirty-minute call. We will review your channels and your numbers, and tell you what we would do differently.
Book a Discovery