Paid social for a label in its global breakout.
I.AM.GIA is Tiger Mist's sister label. It went from launch to a global streetwear following on the strength of Instagram.
Paid social for I.AM.GIA during its 2018 breakout.
121 ran the paid programme. Facebook and Instagram advertising ran through the label's busiest period and was reported campaign by campaign rather than blended into one monthly number, so each release could be read on its own results.
Media plans on record were shaped around the label's drop cadence. Budget was weighted to release windows rather than spread evenly across the month, and campaigns were planned against the audience the label had built internationally.
The programme later added keyword research and an SEO proposal, covering the search demand the label's own name and product names were creating. The research mapped those brand and product searches to the pages the label would need if it wanted to collect them.
I.AM.GIA was run as its own programme alongside Tiger Mist. Each label had its own media plan, its own budget and its own reporting under the same team, so the results of one were never presented inside the other's numbers.
The engagement.
Facebook and Instagram
Advertising run through the label’s highest-hype period, reported per campaign.
Planned per drop
Media plans on record shaped around the label’s drop cadence.
SEO groundwork
Keyword research and an SEO proposal, July 2018.
Billed months of management, 2018
Audience during the breakout era
The channel that carried the launch
What did 121 Group do for I.AM.GIA?
121 Group ran SEO and paid social for I.AM.GIA.
What industry is this fashion and beauty case study in?
I.AM.GIA 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.
Growing a label that lives on paid social?
Thirty-minute call. We’ll review your channels, your tracking and your numbers, and tell you what we’d do differently.
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