Stella McCartney is an eponymous luxury fashion brand that prides itself on its sustainability and iconic vegan designs. The brand centers its social strategy around its founder, its values, and keeping its brand message alive. However, a new social era has begun, requiring a realignment of the brand’s content pillars, voice, and channel strategy. With Instagram as its point of strength, the brand is looking to expand further into Reels, and although TikTok is a smaller channel for the brand, it knows that social entertainment is crucial to winning commercially. To perfect its strategy and drive results in social entertainment, Stella McCartney became an early adopter of Dash Hudson Campaigns, the ultimate content segmentation tool for measuring the results of campaigns on organic social media.
The industry pivoting to short-form video is a significant challenge for social media marketers. Stella McCartney knows that video content is necessary for growth, yet it comes with much higher costs than static images. An image goes a long way, but video content needs to be fresh, and it needs to be posted regularly. Social is just one advertising function out of many, including in-store, e-commerce, and paid advertising, and creative teams have to maximize effectiveness across all channels.
To increase its return on investment, the brand uses Dash Hudson’s strategic insights for Instagram Reels, TikTok, and other social channels to identify which content pillars and products are working well in video and which are not resonating. Thus, it can concentrate its efforts on what will grow the brand.
It’s tricky to show the business that Reels are performing better than traditional content. Having Reels in the Dash Hudson platform allows us to show the business how much more reach Reels get, and justify that we need to be doing more of them going forward.
Global Head of Digital Marketing & Social Media at Stella McCartney
Before Campaigns in Dash Hudson, it was difficult for the brand to deliver updates on campaign or product launch performance on social — unless it was a large-scale event that warranted the extra work. Consequently, the brand could not focus on smaller campaigns or make micro-adjustments throughout its duration to optimize performance. Now the brand can create reports and unearth strategic insights across channels every day, just as it did for the launch of its spring 2023 campaign, which encompassed five different channels and received 44% more Impressions compared to the benchmark average for campaigns of the same scope.
Brands have no time to waste in today’s fast-paced social media environment. Trends are fleeting, and a week spent on reporting means forgoing social content that could be a breakthrough with trend seekers, who reward savvy brands with higher sales. Stella McCartney once spent one week every single month on reporting across all channels, and Dash Hudson allowed the brand to consolidate all of its efforts under a single Dashboard that is instant, easy to export, and updates in real-time.
Stella McCartney can now measure and compare metrics across channels, including Instagram Reels and TikTok. This new approach allows the brand to compare different formats, such as Reels versus general video, and make a business case for why the brand needs to be investing in social entertainment.
Between pulling numbers and formatting, our old monthly reports took a week across the team to have ready. Campaigns make it instant. We’ve reduced our reporting time from a week to a single day, thanks to Dash Hudson.
Rémi Ipekci, Global Head of Digital Marketing & Social Media