Koraru
Product test insights helped shape brand-led editorial, positioning Koraru as the go-to swimwear brand, driving an impressive 8.06% CTR
“The results from our product test with Mumsnet gave us invaluable insights and allowed them to effectively promote our products using positive testimonials. The brand-led editorial exceeded our expectations with a very impressive CTR of 8.06%!”
- Koraru (2024)
Brief in brief
To boost awareness and consideration for swimwear brand Koraru, promote their new collection and drive traffic to their site.
Opportunity
Shopping is a major activity Mumsnet, generating £10 million in total sales over the past 12 months. Shopping for fashion primarily happens on our Style and Beauty talkboard, where our fashion-conscious community are in the discovery mindset. Users visit to get styling advice and share their favourite brands and products. The campaign launch was perfectly timed with the start of summer, when users were actively searching for stylish swimwear, guided by recommendations from people like them.
Partnership overview
Insights from the product test shaped the editorial, positioning Koraru as the go-to swimwear brand for the summer. The editorial page focused on their swimwear collection, featuring positive testimonials and clear CTAs. This approach led to strong engagement, with high pageviews and CTRs. The campaign was further supported by a broader display strategy to enhance brand awareness.
Results
Product test: 35 Mumsnet users tested Koraru swimwear and the user feedback was used to inform the editorial
Brand-led editorial: ‘Upgrade your swimwear with these 6 sustainable and timeless designs for your summer holiday’ showcased positive product reviews, highlighting Koraru's eco-friendly, high-quality range with CTAs to drive traffic to Koraru’s website
11,148 pageviews (+11% on KPI), 8.06% CTR (+169% vs KPI)
Run of site display: Banner ads across the site enhanced visibility during key summer moments, reaching mums during the key season for swimwear shopping, effectively placing Koraru at the forefront
311,140 impressions (met KPI), 0.05% CTR (met KPI)
