Founded in 2006, Boohoo is the leading online fashion and beauty retailer targeting young, value oriented customers. For over 13 years, the company has been pushing boundaries to be the first to market the latest on-trend styles and fashion. Boohoo has grown rapidly worldwide and now has over five million customers across the globe, including the United Kingdom, United States, Europe and Australia.
After experiencing exponential growth of 137 per cent in these markets, Boohoo launched its online 24/7 fashion formula in New Zealand, with a bespoke website offering both men and women over 8,000 fashion-forward styles and products priced in New Zealand Dollars. The launch of Boohoo New Zealand was perfectly timed with a recent survey stating that New Zealanders are increasingly digital, with two-thirds shopping online in the last 12 months – up from 7 per cent in 2006 and is expected to reach 83 per cent by 2026.
Targeting digital natives
After its launch in New Zealand, Boohoo aimed to boost its profile in the region, raise awareness of the brand amongst its target market and drive website traffic. Boohoo’s target customers are aged between 16-34, so predominantly Gen Z. As digital natives, Gen Z cannot remember a world in which the internet wasn’t constantly available to them, and subsequently are reliant on reviews for purchasing decisions, having always had access to them.
In a recent survey, 63 per cent of Gen Z members stated that they prefer real people to celebrities when it comes to advertisers, which demonstrates the importance of transparency and trust to this generation of shoppers. As a result, Boohoo recognised that influencers would be the perfect choice for connecting with its target customers, as the authentic spokespeople would align with the brand’s own values.
Partnering with Vamp
After selecting an influencer marketing strategy, Boohoo partnered with Vamp. Vamp identified ten fashion-focused influencers from its extensive pool of pre-approved talent, who aligned with the brand’s values, were relevant to the geographic region and had followers within Boohoo’s target demographic.
The influencers were contracted to deliver Instagram posts and Instagram Stories featuring selected items from the Boohoo range. Individual discount codes were then used to incentivise followers to purchase the influencers specific looks. As one of Boohoo’s goals was to drive customers to its website, the swipe up function in Stories created a smooth transition for those customers looking to purchase products from the influencer’s post. Sales were also measured using UTM tracking from the swipe up function and links in influencer bios.
Authenticity is key to influencer marketing, which meant each influencer was able to choose looks from Boohoo’s product portfolio in keeping with their personal style and could promote them in a way that felt natural. The creative freedom reinforced that the influencers were speaking from an authentic place that aligned with Boohoo’s own values.
Measuring success
This campaign achieved fantastic results across the board. The Instagram posts reached over 141,000 target customers with 6.7 per cent engagement rate, while the Stories achieved 46,7000 views with 94 per cent completion rate. Overall, the ten selected influencers were responsible for driving 246 sales with total revenue of $21,707, in addition to over 1,200 sessions which provided a great opportunity for future retargeting. These results demonstrate that a strong choice of influencers who have a close affinity with the brand, allowed Boohoo’s posts resonate with the Gen Z audiences in New Zealand.
“Our campaign with Vamp allowed us to access a range of talent across varying follower counts and influencer profiles in New Zealand. Instagram stories posts pushed a promo message and increase engagement in a new market. Content is incredibly important to us, however, sales are just as important. Utilising Instagram stories and unique codes drove these results for us and allowed us to track the performance of the individual talent from a commercial and engagement point of view” concludes Madeline George, Country Manager ANZat Boohoo.
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