Pink Woman: Impressive year on year increase in online turnover

Pink Woman is a leading Greek women apparel company. The brand reintroduces the “pink” side of femininity in women’s clothing in the Greek market, rapidly expanding in different audiences while rewriting the terms of quality-price ratio.

The company produces high quality women’s clothing products in a wide range, aiming to cover women’s needs in a broad audience consisting of individuals of different ages and backgrounds who maintain one common trait: they love fashion and styling. The brand has been operating for 20 years in the Greek market, while its stores abroad have also been successful. Its collections and strategy made the brand one of the most recognizable nationwide, standing as a popular choice for women.

The main objective throughout our collaboration was to increase online turnover year on year, while maintaining the same media spend. It was also desirable to maintain the appealing tone of the campaigns that had been reached so far, without affecting the quality of the brand’s promotional & advertising activities. The challenge laid on the media spend. The operating/fixed costs uplift of the previous few seasons were true to all Greek businesses at the time, requiring careful expense planning. Under these circumstances, keeping the very same media spend as in the previous year was a quite inflexible target.

Our team started by activating Social Media channels for Pink Woman, as a first step to increase reach and awareness, in order to increase sales.

Together we made significant changes to the sales’ section, starting with streamlining the discounts and offers all year round. In addition, the company expanded its product mix based on customers’ feedback and consumer preference data collection. The brand launched three new categories -swimwear, lingerie and plus size options- witnessing impressive sales, especially in swimwear.

Our team designed the digital media advertising strategy, integrating ATL placements (which had already been on air in TV/ radio) across Pink Woman’s digital channels, in light of awareness/branding campaigns. Of course, the ATL materials were fully aligned with the company’s digital strategy on Meta, Tik Tok and Google platforms. In addition, we had Instagram Live Shopping Events held for the first time, with great customer participation and native content production (fashion tips and outfit ideas).
Furthermore, the company proceeded with a few key actions to significantly improve customer experience and feed word of mouth. By investing in Visual Merchandising workshops for its staff, the brand targeted customer satisfaction by upgrading the shopping experience – a tactic inspiring consistency, trust and enhancing brand image, increasing visits to Pink Woman’s website and online sales. The offline activations combined with leveraging the latest features in Meta, Tik Tok, Google Ads (Performance Max, Video Action, Discovery with Feed) brought quite impressive results.

Within a year, Pink Woman reached the goals set. The integrated strategy led to a significant 25% increase in online turnover, while Google Ads brought a 2.3x increase in turnover, and Meta turnover increased by 10%. The online channels reached these great numbers while at the same time we kept the exact same media spend of the previous year in total. Pink Woman’s presence on Tik Tok also delivered satisfactory results, with a 55% turnover increase. Most importantly, we saw the new user rate rising up to 40%. The biggest challenge, balancing the company’s overall expenses, was successfully addressed in a year that ended on a positive note overall!