01 — Challenge
The Brief
Nova had been managing their own social accounts in-house with inconsistent posting, no content strategy, and a 1.2% engagement rate — the industry average for fashion accounts. They wanted to build a genuine community rather than a vanity following, and they wanted to do it without relying on influencer giveaways or follower-purchasing tactics.
02 — Approach
How We Did It
We restructured the content around the people behind the collective — the designers, the stylists, the community. Instead of product-forward content, we built a content calendar that mixed editorial shoots, behind-the-scenes coverage, community spotlights, and educational content about craft and process. Influencer strategy focused on nano-influencers (5K–25K) with authentic audience relationships rather than macro names with passive followings.
03 — Process
The Workflow
Audit
Full account audit, competitor analysis, audience research. Identified that Nova's audience engaged 3× more with process content than product content.
Strategy
Redefined content pillars, tone of voice guidelines, posting cadence. Moved from 3×/week to 5×/week with a content mix aligned to algorithm patterns.
Content Production
Monthly shoot days producing 20–25 assets per month. Mix of editorial, lifestyle, BTS, and UGC-style content.
Influencer Strategy
Nano-influencer identification, outreach, brief development, campaign coordination. 42 activations over 6 months.
Reporting
Monthly performance reports, quarterly strategy reviews, continuous A/B testing of content formats and posting times.
04 — Results
The Outcome
Six months in, organic reach had grown 280%. Engagement rate climbed from 1.2% to 8.7%. The influencer programme generated 42 authentic endorsements with an average of 4.8% engagement on partner posts. Nova attributed a measurable increase in DTC sales directly to social traffic.
Before vs After
05 — Deliverables
What We Built
Timeline: 6 Months (Ongoing)
Team: Social Strategy, Content, Community Management
- 01Social Media Strategy
- 02Monthly Content Calendar
- 03Content Production (Photo + Video)
- 04Community Management
- 05Influencer Programme Management
- 06Monthly Analytics Reports
- 07Quarterly Strategy Reviews
