Visual Marketing: How Farfetch turns its followers into buyers?
Discovering a new acquisition channel that requires very little effort from internal Digital teams is not that common. Knowing that it is about visual marketing – the “discovery” of products – which is very different from “search” – through images posted on Instagram, is a plus. We are interested.
REAL FARFETCH CASE
Farfetch – The retailer no longer needs to be introduced. Founded in 2008 in London, Farfetch is one of the leading digital platforms for luxury fashion, offering a wide selection of luxury clothing and accessories, whether brands, designers or boutiques. He is also a pioneer of “data-driven Commerce”, putting a considerable effort into his extremely aesthetic images, and always keeping the customer at the heart of everything he does. Especially when its audiences – luxury buyers and their influencers – are on Instagram (1M followers).
Farfetch knows that everything is image and distills its “visual stories” everywhere in digital, hoping that what it tells online will resonate with the buyers of the luxury goods and will make them want to learn more. He also knows that it all happens in a fraction of a second. How to capture this moment of discovery and translate it into sale?
Farfetch has partnered with Curalate, one of the leaders in “discovery-driven Commerce” who works with hundreds of retailers (Topshop, Macys, Gap, Neiman Marcus, Saks 5th Avenue,…), to launch the Visual Marketing campaign #TheOne, with Explore Tab, one of Curalate’s solutions.
On Instagram of course, the network that is part of the daily life of more than 800 million users around the world. We also know that the engagement rate is high and that sharing or liking of photos is instantaneous.
At the start of the fall / winter season, Farfetch asked its followers this question: “What piece of clothing are you looking forward to wearing this season? Choose your clothing, tag the image with #TheOne and “join the fun” !
Then, armed with a treasure trove of absolutely gorgeous new imagery, Farfetch teamed up with Curalate to launch a unique e-commerce experience that:
- takes advantage of user-generated content
- transparently presents and opt in these images to visitors on its website
- makes these photos shoppable.
How does it work? The platform Curalate allows retailers to easily perform the following 3 steps:
1) Content –Find and allow to approve content for distribution in the Curalate platform, whatever this content: UGC or in-house images
2) Image tagging– Tag content in Curalate so that it becomes Shoppable
3) Distribution– Post the shoppable image on all platforms and digital channels desired by the retailer: Instagram, Facebook, Snapchat, Pinterest, Display advertising, Email, etc.
The essential role of influencers – To scale up the campaign, Farfetch has partnered with over 100 influencers on Instagram (who together have the capacity to reach 25 million people).
… Including micro-influencers – We also know the growing importance of micro-influencers, as underlined Véronique Richebois in Les Echos. Farfetch used one of Curalate’s advanced search functions to identify in minutes – a task that usually takes hours – quality content posted by micro-influencers. Farfetch was then able to categorize these micro influencers and contact them.
” We weren’t looking to work with the biggest influencers ” Explain Emily auchincloss, Global Online Communications Manager of Farfetch. ” We were really trying to build a community of users and customers who truly represent the brand. “
- A high engagement rate, from new people, and a very good conversion rate.
The campaign yielded the following results:
- 400,000 engagements on images tagged #TheOne during the first weeks
- 88% of visits to www.farfetch.com coming from Instagram were new visitors
- 1.38%: The conversion rate of UGC shoppable images coming from the #TheOne campaign
Another positive factor for the retailer: a campaign that is easy to carry out and requires few resources from the internal team.
Emily auchincloss is very satisfied: “Curalate is # 1. I’m not saying it like that. We have been using it for several years, in many ways “. Farfetch uses Like2Buy on Instagram to make content shoppable, and Showroom on his Instagram Stories to transform each image or video into a mini showcase.
Always keeping this principle of creative, authentic and local campaigns, because it is the only type of engagement to which the 2018 consumer will pay attention.
The correspondant :
Laurence Faguer is a marketer and entrepreneur “go-between” France and USA, founder of Customer Insight.
At the request of French companies, she identifies in person innovations in Digital, Mobile and Retail in the United States, before they are known in France, then helps them to successfully transpose these successful strategies in the US
Laurence is US expert for FrenchWeb who resumes from time to time the publication of articles on her blog.