British lifestyle brand Crew Clothing was founded in 1993 on Devon’s south coast by ski and windsurfing devotee Alastair Parker-Swift. The first casualwear collection was based around Crew’s now-iconic branded rugby shirt, a style which has remained a staple in the brand’s collections ever since. In addition to an online store, Crew Clothing has 81 shops in cities and coastal towns across the UK.
FOLLOWEYES Campaign is an important part of the marketing funnel at Crew Clothing and this campaign was an innovative way for us to experiment with new, tech-driven conversion activities. With a little help from this Messenger experience, finding the perfect present was easy and engaging for our customers.
THEIR GOAL: Connecting with gift-buyers.
During the 2019 pre-Christmas period, Crew Clothing was keen to position itself as an ideal brand for gifting and to boost sales, particularly with the under-34 demographic.
THEIR SOLUTION: Introducing a savvy Messenger experience
Crew Clothing was ready to take a new approach to connecting with younger gift-buying audiences, so it turned to Campaign-Marketing Partner FOLLOWEYES! to help create a fun and friendly Messenger experience. When people started a conversation with the brand in Messenger, an animated character led them through a series of engaging questions that narrowed gift options down by gender, price and personal style. It was then easy for people to click through and make a purchase, once they had identified the perfect gift.
To drive awareness of its messaging experience to new and existing customers, Crew Clothing and FOLLOWEYES developed a short branded video and used it in ads that click to Messenger. These ads were seen by a broad audience of men and women in the UK as well as lookalike audiences based on its most loyal customers. At the start of the monthlong campaign, Crew Clothing tweaked the ad copy to include Black Friday messaging, which increased clicks and conversions.
THEIR SUCCESS: Shoring up sales
By bringing a sense of fun to its November–December 2019 Christmas campaign, Crew Clothing successfully engaged younger audiences and saw strong conversions from interactions with its Messenger experience.