With a constant array of new launches, sales and promotions, fashion brands can have trouble keeping up. But social listening can help them manage a multitude of tasks that are important in planning and executing such campaigns, from planning to monitoring progress and finally evaluating success. In this How-To guide we analysed some well-known fashion retailers such as Mango, H&M and Zara, and identified how they can use social media analytics to their advantage for better campaign management. In this guide you’ll discover how to: • Plan new campaigns according to customers’ needs to increase reach and engagement • Keep track of campaign development and react immediately • Understand key influencers to amplify the effect of your campaign • Measure a campaign’s ROI by combining social data with sales figures • Learn from competitors’ successes and failures

1. Dressed for Success:
The Ultimate Guide To
Campaign Management in
the Fashion Industry

2. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 2
Table of Contents

3. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 3

4. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 4
1. Plan Campaigns
1.1. IMPROVE THE TARGETING OF A CAMPAIGN
Be on Top of Customers’ Needs

5. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 5
Know Who You Are Targeting

6. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 6
1.2. REFINE CAMPAIGN MESSAGING

7. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 7
1.3. LEARN FROM COMPETITORS

8. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 8
2. Run Campaigns
2.1. AMPLIFY THE EFFECT

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2.2. FINE-TUNE CAMPAIGNS IN REAL-TIME

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3. Measure, Optimize, Report
3.1. TRACK GENERATED BUZZ
3.2. TRACK CHANGES IN BRAND PERCEPTION

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3.3. COMPARE CAMPAIGNS

12. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 12
3.4. CALCULATE ROI

13. DRESSED FOR SUCCESS: THE ULTIMATE GUIDE TO CAMPAIGN MANAGEMENT IN THE FASHION INDUSTRY 13
3.5. SHARE RESULTS

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Conclusion
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