Express
“How can we showcase a monthly assortment of products in an innovative way, rank high in Google, reach new audiences, and get people into a brick and mortar shop?”
Client
express
Solution
Launch a triple-pronged strategy with a robust lineup of daily trend-based, SEO-optimized style service stories, a series of evergreen guides that answer men and women’s top searched styling queries, and monthly in-store events and online features with talent, like Tan France, who exemplify the brand.
outcome
“What to Wear to Work When You Have a Date: A Busy Girl’s Guide” was Express’s most read story and readers spent an average of two full minutes reading it. (As a point of comparison, the average time spent for a similar story on GQ.com is 45 seconds, and across social, editorial content in the Wear to Work campaign performed 20% higher than creative produced by the external creative agency or in-house creative team.) Guides content outperformed benchmark CTR by 70% for paid media, and on Pinterest, Guides content drove 1.5x higher CTR and 5x the number of saves. Our Facebook Live of Tan France garnered 4.6M impressions and our Instagram Stories had 203K views.
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