Coal Drops Yard

– Social Media Strategy & Implementation
– Content Strategy & Implementation
– Website Management
– Emails
– Competitions
– Fashion shoots

The Brief:  we were brought on board in 2019 to raise awareness of Coal Drops Yard as a shopping and dining destination for Londoners and international travellers. The overall aim was to drive footfall to the stores and increase traffic to the ‘Shop’ section of the webpage, while communicating that Coal Drops Yard is a place for interesting, design-led fashion brands – both established and new independents.

The Idea: we focused on four key consumer interest pillars: fashion, home, wellness and food & drink.  We then devised and created digital content to increase awareness of these, including the My Coal Drops Yard web feature, sharing tenant brands’ unique stories, and the Inside Story social campaign, giving customers an insider view of the stores.  We also introduced Fashion Friday reels on Instagram, a seasonal fashion campaign with esteemed fashion Director Caroline Issa, as well as shopping edits with influencers. 

 

Projects

Seasonal Fashion Campaign
In October 2020 we enlisted art director and stylist, Caroline Issa to produce a men’s and women’s fashion edit to promote the different brands and range of fashion at Coal Drops Yard. The campaign was promoted with emails and paid social ads. This proved as a successful way of driving traffic to the site and began the influencer brand edits.
www.coaldropsyard.com/the-autumn-edit/

Influencer Edits
Selecting from our network of creatives, we invited a number of different influencers and stylists to create mini edits of clothing and accessories. These then exist on the website and are promoted across social media.
We have worked with fashion bloggers Jordan Bunker and Trishna Goklani
As well as fashion bloggers, Hannah Louise and Dan Watson. Spring Edit

The Inside Story
This is a weekly visit to the stores via film or photographs that can then be used on social.It takes an in-depth look into a Coal Drops Yard shop, learning more about the brand and interviewing the shop owner to hear their story. Inside Story Reel example

My Coal Drops Yard
This was a way of communicating the brand stories and getting to know the owners at each of the unique shops at Coal Drops Yard.  We interviewed a selection of retailers to create online interviews that are short, snappy and fun, in order to raise awareness of the fashion brands in the neighbourhood. It was then promoted on the CDY website and across social channels www.coaldropsyard.com/my-coal-drops-yard/

Sustainable Sundays
As we are committed to the environment as a company, we wanted to put this value into practice. Each Sunday we promote a sustainable product on social media that is available at Coal Drops Yard.

 

Results

In 18 months we increased traffic with an apparel audience interest to the website by 39%.  We have also increased Instagram followers by 58% in 12 months between 2019/2020, with a further 20,000 up-lift from 1st Jan 2021-31st May 2021.