Soloio

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Context

Soloio is a well-established brand in Colombia and Spain, renowned in men’s fashion for its quality and Italian tradition. With original designs and artisanal details, Soloio has thrived in the offline market. After the brand was passed down to the daughters of the original founders, the challenge was to find a suitable digital path to continue and expand its success.

Soloio had strong sales and a robust presence in its physical stores in Bogotá, Barranquilla, and Cartagena but struggled in the digital space. Online sales did not match their offline success. In
Bogotá, the audience was traditional and older, seeking products for cold climates. In Cartagena, the audience was primarily foreign tourists drawn to the affordable linen prices and attractive designs.

With a dedicated team of six professionals, including a photographer, videographer, community manager, designer, and creative director, we developed a comprehensive 10-month digital strategy. We conducted an in-depth analysis of the competition and existing social media content to understand and redefine the target audience. Our strategy aimed to attract a younger audience with active purchasing behavior on social media and a willingness to pay for quality garments.

  1. Content Creation: We developed engaging content segments for Instagram, collaborated with key micro-influencers, and sponsored sports events in social clubs to dramatically shift the audience.
  2. Visual Quality: We produced high-quality content in both video and photography for campaigns and organic posts, achieving a complete transformation in the quality of audiovisual content, which strengthened the brand’s visual identity.
  3. Mailing and TikTok: We organized the mailing channel with consistent aesthetics and copy, and explored TikTok with curated UGC content for a more organic and fluid presence.

Over 10 months, we achieved a significant improvement in the quality of visual content and storytelling on TikTok, Instagram, and mailing. We established a compelling brand voice and accurate copywriting, delivering the following results:

  1. Sports Events: Successfully sponsored two events in clubs, reaching over 4,000 people in the desired niche.
  2. Instagram: Increased reach by 15% compared to the previous year and boosted message conversations by 490%.
  3. Engagement: Raised the engagement rate from 0.30% to 1.65%.
  4. Mailing: Maintained an average open rate of 35%, well above the global average of 19%.
  5. TikTok: Increased views by 59%, likes by 58%, and profile visits by 37%.
  6. Sessions and Campaigns: In six months, we conducted x organic content creation sessions and x campaigns, reaching a total of xxx people.

Through these efforts, we paved the way for transforming Soloio’s digital presence and establishing a new, engaged audience.