Little Mistress reports paid search success

Womenswear e-tailer Little Mistress says the company increased its audience base and drove sales growth after its first efforts at paid search, at the end of last year.

Fabio Cancemi, head of eCommerce & digital marketing at the online retailer, which also operates one store in London’s Westfield Stratford City, described the campaign around Black Friday 2019 as a “fantastic success”.

His comments came after an October retargeting campaign resulted in a 94% year-on-year increase in Black Friday sales through Facebook Business Manager attributed revenue for the company.

Visualsoft oversaw the campaign for Little Mistress – the first social media marketing campaign the eCommerce agency had run as a Facebook preferred marketing partner. The tech company created a paid social media package to support the fashion brand’s ‘Party Guilt Free’ campaign.

“The ‘Party Guilt Free’ campaign has been a fantastic success for us, and the social media work done with Visualsoft has provided a considerable boost in sales,” explained Cancemi.

“After initially being unsure of the value of paid social media, Visualsoft was able to provide proof of actual monetary value, and a considerable difference to our bottom line.”

He added: “We were also able to reach a significant number of those that are environmentally conscious about their fashion, and share the opportunity to ‘Party Guilt Free’. The consumer response has been fantastic, and we’re thrilled to have introduced our growing brand and products to an even wider customer base.” 

The social media campaign targeted an audience of ethical fashion consumers, in an attempt to drive awareness – and sales – of Little Mistress’s clothing collections made from recycled materials, designed by notable influencers. Using Instagram Stories, Visualsoft leveraged the social media network’s Sticker Polls functionality to boost engagement with the Little Mistress brand, reportedly reaching 2.8 million people and generating 11 million impressions in the run-up to Christmas party season.

As part of Visualsoft’s Facebook partnership, it receives access to advertising alphas and betas, training for staff, and an agency account manager to support client work.

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