Founded in 2013 by lifelong friends Hugo Taylor and Charlie Morris, Taylor Morris is a British eyewear brand based in London. Well known for his starring role in Made in Chelsea, Hugo and co-founder Charlie combined their mutual passion for sunglasses to create a brand which conveyed their mutual adoration for classic design imbued with a modern eccentricity. Their collections are stocked globally in stores including Harvey Nichols and their online store.
Red Hot Penny were appointed to manage the brand’s digital PR through social media promotions and blogger outreach as well as supporting the brand with any events they may be participating in. The partnership is looking to be a successful one with huge support from both Hugo and Charlie themselves. The Red Hot Penny team will also work alongside Taylor Morris to improve their PR strategy and on-site optimisation.
Alongside global blogger outreach, Taylor Morris required Red Hot Penny’s Social team to expand their worldwide reach on social media, focusing on UK, USA, Australian and UAE markets. Taylor Morris asked Red Hot Penny to establish a strategy across organic, paid and user generated posts.
Red Hot Penny began by reviewing Taylor Morris Eyewear’s current social media efforts, looking at their Facebook and Twitter pages specifically. With the brand’s already strong lifestyle approach, it was important to start accommodating sales/product posts into the strategy as their main social media aim was to increase sales.
User Generated Content (UGC) was implemented to encourage existing fans using a campaign named #LifeThroughTheLens. This campaign encourages fans to send Taylor Morris images of what they can see through the lenses of the sunglasses. The response has been excellent with over 50 existing customers sending images, all of which Taylor Morris could use. The campaign enabled the brand to speak to their customers directly and show their appreciation for their continued support and generated inspirational content at the same time.
In addition to daily organic posts and UGC, our social team created targeted Facebook page like ad campaigns to go out across the desired countries. Separate campaigns were launched for each market as well as a mixture of unisex, male and female aligned adverts. The aim was to increase exposure of the Taylor Morris brand across the globe, targeting existing customers of their competitors and retail brands of similar values.
A suggested spend was approved, allowing the UK campaign to reach up to 17,000 people per day. For the USA campaign, we made the criteria more focused, adding more specific interests including Cutler and Gross, Ray-Ban and Sunglass Hut. With the approved spend, the men’s and women’s campaigns had the potential of reaching over 24,000 Facebook users in America.
A similar approach was taken when setting up the Australia and UAE campaigns, separating them out into male and female audiences and filtering the competitors depending on their popularity in those countries.
Through Red Hot Penny’s involvement in the Taylor Morris social media campaign, there has been a 10.6% increase in followers. This has exceeded the client’s expectations significantly. The highest performing page like ads resulted in almost 200,000 impressions, costing Taylor Morris an impressive £0.02 per impression.
Taylor Morris have been extremely happy with the overall performance of the user generated campaigns, adding more opportunities to the strategy for 2016. Competitions, give-aways and event coverage are important aspects of future campaigns, growing the following and website traffic during the campaigns.
“We are delighted to be working with Red Hot Penny and have a firm belief that they can translate our core brand values into a robust and identifiable digital campaign. Their reputations proceeds them and from the moment we first met their enthusiasm and knowledge of their field made us confident Taylor Morris was in the best hands possible.”
Hugo Taylor, Co-Founder & Creative Director, Taylor Morris Eyewear