Links Of London Success Story

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I Spy helps luxury brand Links of London to leverage their organic online social awareness.

Renowned as one of the most sought-after jewellery brands, making exquisite pieces that can be uniquely personalised, Links of London selected I Spy as their specialist partner to manage and enhance the social media presence that had already been developed by customers.
Through social media platforms including Facebook, Twitter and the Links of London blog, I Spy successfully improved the quality and frequency of

engagement achieved, whilst integrating this new and exciting marketing opportunity for the company with other existing, traditional marketing channels.

Aim:

With no social media presence officially established by the brand, Links of London had to gain control of the existing content and communicate with the active audience within the boundaries of their strict brand guidelines.

Already operating with a highly successful and comprehensive marketing mix, both on and offline, I Spy had to ensure that the strategy for Links and this new channel would successfully be integrated into the full marcomms mix to gain full leverage by:

• Developing a presence on social media platforms
• Engaging with customers & potential customers through social media
• Driving traffic to the Links of London website from social media platforms
• Using social media to drive revenue to obtain a healthy ROI

Strategy:

• Develop social media presence and engagement adhering to brand guidelines and consistent with all existing marketing messages
• Drive traffic to the website from social media platforms
• Drive revenue from social media platforms that can be tracked and attributed effectively
• Establish brand advocates
• Stay ahead of the competition in the social media space with constant updates and postings

‘I Spy achieved a 242% increase in brand engagement through social media platforms.’

Actions:

To fulfil thecomplex strategy actions were broken down into three tiers – engagement, content and traffic/revenue tactics.
The following tactics were undertaken as part of the Engagement Strategy:
• Reclamation of existing Facebook page, establishing a regular and consistent updating system
• Establish active Twitter account and YouTube channels to convey the aesthetic of Links pieces and their quality.
• Introduce official Links of London blog to engage with the community
• Resolving customer queries and answering questions in a timely fashion
• Running polls and collecting product feedback
• Social media pre-sale access & discount codes to incentivise the social community even further

The Content Strategy involved developing the following actions:
• Network & engage with Links of London partners online
• Develop Links of London’s online voice on the blog by updating with news, events etc

The Traffic/Revenue Strategy deployed the following tactics:
• Use of analytics data to find out the most purchased products and ensure these are posted regularly
• Using Google Analytics insight to optimise product postings around highest conversion times of day
• Use analytics data to assess the impact of various posts and their effect on products purchased
• Maximise opportunities to re-tweet influential tweeters

‘I Spy achieved a 242% increase in brand engagement through social media platforms.’

Results:

• 219% increase in revenue from social media since I Spy started working on the account
• 189% increase in traffic from social media
• 102% increase in traffic to the main site after I Spy recommended Links host a pre-sale event for Facebook fans
• Increase in all social media platform traffic by 232%
• Facebook fans increased by 178%
• The blog now recieves 2,500 readers a month

• As a results of the consistent consumer engagement via social platforms, many customer services issues have been successfully resolved. Actively seek relevant conversations and using creative ways to involve the Links of London