Linea Azzurro

Growth marketing project for E-commerce clothing brand Linea Azzurro.

Linea Azzurro reached out to us as they wanted to reach a wider audience, generate brand awareness and give their online presence including their socials and website a complete makeover.

The Stats.

43,964

Impressions Across Paid Ad Campaigns

744,337

Impressions from Google PPC

2045

Clicks from PPC

533

Extra Accounts Were Reached

About Linea Azzurro.

Linea Azzurro sells luxury 100% cashmere clothing, knitwear and accessories made in Italy for men and women in the UK, online only. Founded by two lifelong friends who have worked with fine Italian manufacturers for more than 20 years. They decided to combine their love for design and substantial knowledge to create Linea Azzurro.

Industry
Retail (E-commerce)

Services
PPC
Marketing Consultancy
Social Media
Branding
Web development
Print Ads

Visit Site

Our Approach.

We took a closer look at Linea Azzurro—who they really are and what makes them stand out (USP’s), defining their brand values. We also looked at their existing customer base, to get a feel for who they’re currently engaging. Following on from this, we scoped out three competitors, researching their strengths and weaknesses, how they position themselves, and what they’re up to on social media and in search results.

Once we had all that info, we created up some profiles for Linea Azzurro’s typical customers and figured out where their products fit in the market. We didn’t stop there, though. We did a deep dive into Linea Azzurro’s online presence, using SEO insights and data from Google Analytics.

Wrapping it all up, we brainstormed their new marketing approach, plans for a website redesign and strategy, including how they’ll tackle social media—both paid and organic—as well as PPC campaigns and Print Ads.

Strategy & Branding.

Ran a strategy and branding session to get under the skin of the business.

Who Linea Azzurro really are, what makes them stand out (USP’s), their brand values. We looked at their existing customer base, to get a feel for who they’re currently engaging and undertook a target audience marketing project. Following on from this, we analysed a selection of their competitors , researching their strengths and weaknesses, how they position themselves, what they are up to on social media and in search results.

We coupled all of this with a review of their existing marketing activities and channels and then we had all we needed to define a brand and channel strategy and create an action plan.

Linea Azzurro social media before and after

Brand Development.

Gave them a stronger brand identity including values, mission, colour palette, typeface, social media look and feel including posts and profiles.

Website Development.

Their website was given a complete refresh visually to make it more modern and appealing from a user journey perspective.

PPC.

One of the challenges Linea Azzurro faced was reaching a wider audience and gaining brand recognition. Their online presence by comparison to their competitors was weak. We recommended Google shopping ads to hit those further down the sales funnel and directly searching for the products they sell and Google display ads to generate awareness of their brand and drive traffic to their website.

Social Media Management.

Their socials (Instagram and Facebook) got a major injection of energy and style (as you can see from the before and after) . Going from flat and outdated single image posts we levelled them up to give a modern and fresh look and feel and added a larger variety of post types into their feed including short form video content, carousels, reels and stories.

The content being shared was shaken up too to be more appealing to their target audience and in line with content pillars we had developed for Linea Azzurro. Their socials now share a story a fashion story based on “shop the look” “understated style” “wardrobe staples”.

Campaigns & Paid Social.

Increasing their visibility online and also reaching other audiences we had more identified more effectively such as the over 40’s professional workers was key to expanding their market and generating more sales so we launched paid social campaigns to target and appeal to a larger market.

Of course we also wanted to maximise sales for Linea Azzurro on key shopper and seasonal days such as Christmas and Valentines so launched a selection of campaign creatives around these times to boost sales.

Print Ads.

Linea Azzurro have historically invested a lot of their marketing budget into running print ads as the typical customer was of an older demographic and particular socio economic group. We supported them in executing the designs they wanted for these print ads.

Words from Linea Azzurro.

We use Onbrand for our business social media and Marketing and more than recommend this company as they are extremely professional and a great team.

We have noticed an increase in traffic and sales to our website and have had many complements from customers and team members alike on the increased quality of our social.

Linea Azzurro | Operations Manager, Linea Azzurro