Test - The Prophets

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The Brief

At the start of 2020, T.M. Lewin was acquired by new ownership. As part of a new strategy to consolidate the brand, all retail outlets were closed and the business was restructured to meet its digital-first competition. We would deploy a strong social media strategy to create a new generation of customers for the 126-year-old British tailoring institution.

Action

Our social media content needed to elevate the style, quality and tailoring credentials of T.M. Lewin to reestablish it as a reputable brand. We established a content calendar for organic social posts which created a dialogue with followers to build community. We created a suite of thumb-stopping content with moving images and animations to bring to life the hero product.

Advice, styling tips and competitions also formed the backbone of our strategy and drove engagement for over 150,000 followers. In a time when people had fallen out of love with the brand, we established an ongoing content creator strategy, engaging fashion tastemakers, consultants and lifestyle talent to inspire others to revisit a British stalwart.

The Brief

The pandemic hit the high street hard, toppling household names - along with British men’s tailoring brand, T.M. Lewin. Under new ownership, our task was to rebuild the heritage tailoring brand, starting with its out-of-date social channels and website in preparation for it’s new digital-first proposition.

Action

Our digital media content focused on elevating T.M. Lewin’s style, quality and tailoring credentials using a calendar of organic social from authoritative content. We created thumb-stopping, moving image to bring life to classic items every man should own. Competitions, styling tips and advice formed the backbone of our strategy, driving new engagement to over 270k followers.

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Impact

Content creator work was split into still imagery for organic social, long form video advocacy, as well as CRM interviews to populate our newsletter calendar. Key platforms included YouTube, IG Reels and IGTV.

In the first of our seasonal phases, our content generated over 516,000 unique views, 40,000 consumer interactions, uplift on items added to cart by 5% with an average engagement rate of 6.2% (up from 3.4%).

Impact

We generated over 516k unique views and 40k consumer interactions. With a 5% uplift on items added to cart and an average engagement rate of 6.2% (up from 3.4%). Content creator work was split into still imagery for organic social, long form video advocacy, as well as CRM interviews to populate our newsletter calendar. Key platforms included YouTube, IG Reels and IGTV.