Assisting Dubai-based apparel brand in improving their online presence and expanding their market to a global audience. L&D helped in establishing her website and youtube channel.
The Purpose Behind the Project
The main purpose of this project was to bring awareness to the public about the utility of the traditional clothing called ‘abaya’. Through a rigorous campaign and marketing, the team wanted to de-establish common stigmas associated with abayas and their purpose.
The Challenge
The main challenge we faced while working on this project was the brand’s incredibly low footprint on the web. When we started working on the project, the website had a visitor ratio of 3k, but without enough content and/or marketing, it was having a difficult time engaging potential customers when they would visit the website. Our main aim was to come up with a way to monetise the website and improve sale.
The Solution and the Process Behind It
The L&D team came up with a unique content strategy that included the perfect combination of blogs to remove abaya stigmas, online and offline campaigns, new events, SEO, and consistent newsletters, which ultimately ended up increasing sales.
The Process
It started with assembling the team who will be working on the project and debriefing them about the brand, the product, and the intended results.
The team then came up with a word book that would contain the information about the brand that we want to highlight, and that we want SEO to pick up. For Thowby, these words were stylish, inclusive, high-quality, cotton, and breezy
Using Figma, we designed the mood board for the website information.
Post the decided time frame, we met again with the first drafts, and make sure we are headed in the same direction creatively and strategically. The idea was to bring forth a combined image of ‘selling the highest quality abayas made for people across genders and religions’.
The final products were showcased, and we got a sign-off from team Thowby, on the website and marketing trackers, and thus the work was sealed in place.
Once all aspects of the product design were finalised, we started preparing for the launch, by setting up detailed schedules and creating a press release.
The Result
Over the course of six months, Thowby’s website went from 3k to 9k organic viewers, and they were able to see a four-fold increase in revenue.