Joanie clothing
A focused activation with a mighty impact, proving the value of directly engaging with our fashion-conscious community
Brief in brief
To increase engagement with Joanie clothing
Opportunity
With over 9 million clicks to shoppable links in 2023, it’s clear that shopping is huge on Mumsnet. Our Style and beauty forum is always buzzing with users talking about the latest trends, sharing outfit inspirations, and exchanging shopping links. To tap into this vibrant community, we partnered with Joanie for a unique “ask the community” discussion that blended user engagement with brand promotion.
Partnership overview
We invited users to visit the Joanie website, where they could choose their favourite items and create an outfit, sharing where they'd wear it as part of a community discussion. Several users would win their dream wardrobe, providing a strong incentive to participate. Our discussion not only encouraged exploration of Joanie’s range but also drove traffic to their website, showcasing the brand and popular products to our community through shared links and organic purchases.
Results
This activation made a mighty impact for Joanie on Mumsnet, demonstrating the power of community-driven engagement. The campaign achieved a very impressive:
2:38 min dwell time (+111% KPI)
1.77% discussion CTR (+589% KPI)
209 comments (+209% KPI)
