Brand ContentSocial Media
Luxury resale brand Eclipse Sample Sales is expanding rapidly in a booming high-end consignment market. As a result of establishing a customer-centric approach, and streamlining access to discounts and top-tier brands, they offer an experience similar to that of a full-price retailer at a fraction of the cost.
In order to deliver value to its audience, Eclipse required a reactive and cohesive social media strategy. By providing engaging, relevant content, Eclipse drove traffic to sales and established a loyal user base.
The large scale concept behind our content strategy involved two goals: positioning and activation. We positioned Eclipse as a leading fashion reference by developing educational content that covered current trends and provided insights into brand stories and industry knowledge. In order to drive consumers to sales weekly and activate the community, signature content was designed around each promotion to announce sales and drive traffic during active sales. By using this methodology, users were encouraged to stay up-to-date daily on the top sales items and deals.
Eclipse’s visual strategy involved reimagining the logo, typeface, and template design so that users could interact with clearly defined content that would be immediately recognizable. The art direction incorporated retro, vintage textures and fonts as well as minimalist bold fonts and clean lines to create a focused, eye-catching design.
Our editorial line was defined by two series of content: educational, and activation. The educational content aims to inform the audience about current fashion trends, industry knowledge, and pop culture icons. The goal of the activation content is to drive traffic to Eclipse’s sales using top item selections per sales, and sales announcements used throughout the duration of the sale to drive engagement.
A combination of current brand campaign images and Eclipse’s signature templates were used to create an eye-catching campaign strategy. Using insights from previous campaigns to better learn our core demographic, we crafted reactive audiences that shifted with the changing targeting needs. We created awareness before the sale, used targeted audiences customized to the brand to collect leads, grew the customer database and strengthened CRM, activated the database before the sale, and then implemented direct ad sales when the sales went live. With similar audience targeting strategies, we developed campaigns to drive traffic to physical sales events, allowing customers to schedule appointments, incentivizing them to shop, and then running campaigns to spread further awareness.
With a combination of organic content and paid content on Instagram and Facebook, we reached over 1.9 million accounts through Eclipse’s platforms, with engagement rates increasing 49.5%.