oki-ni: Engaging new audiences

How we helped oki-ni increase their social following by 72%

For those with only 30 seconds, this is what we achieved

Over seven days, we:

  • Increased the brand’s Instagram following by 72%
  • Increased oki-ni’s database by 10,000 entries
  • Achieved 60,000 Instagram post shares in seven days

Who is the client and why did they come to us?

Client: oki-ni

Industry: Luxury menswear

Location: UK

Target customers: Young, fashion-conscious men

oki-ni is one of the world’s leading online fashion retailers, specialising in high-end fashion products from globally-recognised designers and up-and-coming fashion talent. Each season they showcase the best that the fashion world has to offer, presenting it in a rich and innovative environment.

oki-ni set an objective to increase their social following via digital marketing channels, however hitting the planned target was proving harder than first anticipated. Silverbean were drafted in to support the achievement of this target via the affiliate channel.

So, what did we do?

The team needed to increase oki-ni’s social following on Instagram, enhance their profile and brand awareness, and grow their email database. The brief? To be unforgettable. To make a splash, a high impact with their aspirational audience. To do this, we took a two-prong approach: first, we liaised with top lifestyle publications on brand-focused content campaigns, to drive traffic to oki-ni’s Instagram profile. 

Secondly, we launched an exclusive competition for entrants to win a highly sought-after Adidas x Kanye West Yeezy Boost in collaboration with a key premier menswear and lifestyle publication. We targeted the affiliate’s loyal fanbase of five million followers to ensure huge brand exposure, which directed the brand’s audience to oki-ni’s Instagram presence. 

What outcomes were achieved?

Within an hour of the Instagram post going live, it was shared over 10,000 times. In total, the post was shared 60,000 times over seven days, dramatically increasing oki-ni’s Instagram reach due to the collaboration. The competition received over 10,000 entries in total, allowing them to use this audience in future marketing. The brand’s total Instagram following also increased by over 60% in the first 48 hours of the competition going live, and increased by 72% overall.

What did Yui have to say?

“Silverbean provides excellent client service and affiliate relationship management. With great support from the agency, the competition was a massive success which delivered strong growth on our social following and engagement, traffic and brand awareness.”

Yui Pang, Marketing Manager, oki-ni & Menlook

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