Integrated agency appointed across community building and reputation management role
Integrated agency appointed across community building and reputation management role
La Senza, the lingerie brand and retailer, has appointed Diffusion to develop and implement its social media strategy in the UK and Ireland.
Diffusion has been briefed to increase awareness and understanding of the La Senza brand and drive quality traffic to boost online sales and drive footfall in La Senza’s 190 stores in the UK and Ireland. Online reputation management will be core to Diffusion’s work, with the agency providing actionable insights on product development, store experience, customer service and wider brand issues being discussed on social media platforms.
Building strong brand presence
A central objective will be to use social media to emphasise La Senza’s affordable luxury values, the range and quality of product available in store and online and in-store expertise and service. This will be achieved through Diffusion building and managing a brand presence for La Senza on key online platforms including Facebook and Twitter to create conversation platforms, as well as running an ongoing influencer relations campaign with key fashion and lifestyle blogs and forums.
Situl Thakrar, head of online for La Senza, commented: “Social Media has proved itself to be invaluable for fashion retailers in driving awareness and engagement with customers and, when done well, converting that engagement in to sales. We are seeing our customers using social media not just as a way to communicate, but also as a way to engage with ‘subject matter experts’ when make a considered purchase. We are also looking to utilise social media as a way of providing insight to the rest of the business, which many multi-channel retailers fail on. Our continued investment in digital reflects our desire to position La Senza as a leader in online innovation in the lingerie segment and the ability for social media marketing to amplify both our brand and our commercial opportunity.”
Direct experience makes difference
Thakrar continued: “There are an increasing number of agencies who claim they ‘get’ social media that are jumping on the bandwagon, but most lack the direct experience and results that Diffusion was able to demonstrate, particularly in advising retail brands. What really set them apart was their understanding that social media does not sit in a silo and is vital in shaping and managing brand reputation across an organisation. Diffusion’s focus on actionable insights and the bottom line will make them an integral partner in continuing to drive La Senza’s popularity and growth in the UK and Ireland.”
Ivan Ristic, director and co-founder, Diffusion commented: “For retail brands looking for longevity and growth, a social media strategy is no longer nice to have but business critical. La Senza is an iconic brand, which has recognised it has huge potential to build direct and powerful relationships with its many fans through the imaginative use of social media. We are looking forward to applying our expertise in the retail sector to help La Senza create a social media strategy that integrates not only with the rest of the marketing department, but right across the organisation.”
