As challengers of traditional stereotypes in the fashion industry, The Photo Studio briefed the Digital Minds team to execute a short-term digital campaign to deliver leads from an older demographic that had previously remained untapped.
The Photo Studio knew there was an opportunity to resonate with aspiring fashion models but required a succinct approach to ad creative, messaging and delivery so that this audience felt comfortable and empowered to take action and pursue their goals.
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The Photo Studio engaged Digital Minds Group to help them scale their business, driving bookings into new locations and expanding their audience targets.
One particular challenge briefed to Digital Minds Group was to support a Mature Model Search campaign which required us to attract enquiries from an older audience demographic (35+ M&F) that have historically been more expensive to acquire.
From a campaign perspective, the challenge was to develop a strategy and execution which broke the stereotype that photoshoots or fashion shoots is suited to very young and aspiring models.
Digital Minds employed a robust framework to address the challenges faced by The Photo Studio.
Digital Minds employed a multi-channel strategy to identify and engage users, categorising them into specific buckets based on demographic data. It was also critical to ensure we were working to support the brand values and consider experience for potential new customers through the top of funnel through to those considering or ready to enquire or purchase.
Key to this was relevance and impact of creative, with each audience mapped out and aligned to The Photo Studio’s talent library to maximize each ads’ impact and bolster ad relevancy.
By utilising deep and rapid test and learn methodology through our campaigns, we were able to quickly identify which models resonated best for each audience and immediately impact efficiency and performance. This allowed us to pivot spend to the strongest performing ads, avoid ad fatigue and keep the community engaged and ready to commit to the journey with The Photo Studio.
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For this campaign; The Photo Studio’s goal of 6,000 leads in 5 weeks was surpassed in just the first 3 and finished with a total of 8,200. We delivered MoM growth of 119% in leads whilst CPL improved 30%.
