Social media strategy for Farfetch.
A deep dive into the results of the strategy surrounding a new approach to social media channels at Farfetch Brasil.
How it started
After assuming the social media area, some adjustments were necessary to develop a strong social media strategy. These included researching trends across social channels, analyzing the company's OKRs, team building, and year planning.
We stopped merely replicating content sent by our partner brands and focused on creating content centered on community building.
Community over commodity.
OKR definition
Team Bulding
Trend Research
Strategy development / Year Planning
After changing the strategy, we achieved incredible numbers in a year-over-year review.
+1B
Of impressions during the 2023 Period
+842%
YoY % of gain followers
+115M
+42.4%
YoY Impressions Growth
Reach
+18
ROI
A deep dive into the strategy by tiers.
CONTENT EDITORIALS
Creation of content editorials, consisting of a wide range of formats, according to fashion-themed topics.
Results Highlights:
1900% increase in engagement for editorial content
Editorial posts exhibit an average reach that is 900% higher than posts reproduced by brands.
NEW BOOSTING STRATEGY
Boosting shifts its focus from solely emphasizing content that performed well organically to primarily targeting educational, opportunistic, or business-driven thematic content— even if organic performance hasn't been the best.
Resultados Highlights:
Posts with influencers that were boosted exhibit a reach 455% above average.
INFLUENCER PARTNERSHIP 2.0.
Evolution of the Creators and Influencers process at FARFETCH. Development of new negotiation strategies for the creation of exclusive content for FARFETCH. Implementation of new amplification tools.
Results Highlights:
The post with the highest organic views on the profile was a collaboration with the Influencers team. 1.6M views. (15900% above average)
Engagement increased by 3900% for content that was previously only reposted.
EVENTS AND CULTURAL MOMENTS
Creation of opportunistic content that portrays trending topics or events, showcasing how fashion and FARFETCH relate to them.
Results Highlights:
Posts covering engagement moments, have and average of 1500% more reach than regular organic posts
Year, Monthly and Weekly Planning
For better planning and execution of the strategy behind the social media accounts, it's important to develop yearly, monthly, and weekly plans for all the content.
These planning methods prevent the team from overworking and provide a clear vision of everything being achieved. Additionally, they offer the opportunity to align with external areas for inputs, visibility, and opportunities.
