Dolce Cabo Social Campaign

Dolce Cabo’s main goals:

Emphasis on generating direct sales for the first time in the brand’s history, coordinating an effort between sales and marketing to increase brand awareness, and expand target market internationally.

Develop targeted boost campaigns which appeal to multigenerational users while staying on brand.

AB testing on engagement and performance trends with the intention of informing future marketing campaigns.

Dolce Cabo sells and crafts luxury knitwear, faux furs, and high-fashion street couture. Dolce Cabo began in downtown LA almost two decades ago with a mission to craft unique and luxurious garments for successful women.

Dolce Cabo manufactures all of their pieces in-house after sourcing only the highest quality materials internationally. Quickly gaining traction with local boutiques before spreading nationally.

With no curated content calendar, un-optimized captioning, ineffectual hard sell imagery, and with a history of overly broad Facebook boost campaigns- the work was cut out for us. We quickly came to the conclusion that a more visually appealing and modern content campaign strategy was necessary to reach new users while engaging the current following.

Within ten days of this meeting we planned, produced, and executed a hybrid e-commerce meets editorial style photo and video shoot with three local Influencers. This single-day photoshoot resulted in two seasons worth of marketing material for social and web. As a result of stronger visual content in conjunction with targeted boost campaigns, direct sales online rose dramatically for the month of November.

By positioning each piece as part of a larger, aspirational aesthetic, we were able to use both Facebook and Instagram to our advantage when communicating Dolce Cabo's new brand message. Rather than using hard-sell corporate branding methods better suited for email marketing to our existing clientele, we invited new-targeted consumers to participate in the lifestyle we were illustrating.

By using the power of suggestion to showcase Dolce Cabo's pieces in their best light, we were able to speak to our core audience of women while amplifying our reach across both platforms.

Rather than focusing exclusively on potentially ambiguous or ineffectual KPIs, we focused on long-term growth in terms of both sales and social capital. After compiling a list of the highest per capita zip codes on Earth, cross-referencing them with our client’s top locations, we deployed boost campaigns which included and excluded over 40 targets which our research determined to best encapsulate the demo.

With now strong visual content and new optimized captions paired with the brand’s aggressive and regular boosts, the page saw hundreds of thousands of impressions on its Fall and Winter pieces.

When it comes to creating buzz on social media, consistency, great content, and optimized captions are key. In less than a month, a brand with a humble online presence opened the door to hundreds of thousands of impressions, and in turn, new customers and fans. All it took was the right marketing material, the right team, and faith in the process.