LAGOS

An iconic luxury brand embracing social media to grow their market

LAGOS have successfully nurtured an audience on Instagram which is now returning both content and goodwill in abundance. In turn LAGOS has utilised this User Generated Content (UGC) on their website to connect new customers with the styles of existing customers on Instagram showing the brand in a diverse and youthful light.

Numbers

Overall conversion rate increase after integrating UGC

10.8%

Percentage of sales from customers that interacted with UGC

15.6%

The Story

LAGOS has a rich history of making contemporary jewelry dating back to 1977. The brand has steadily grown since then, with Steven Lagos himself creating the brand’s most iconic design back in 1984 called Caviar, which is still available today.

LAGOS is now sold in over 225 stores across the United States, but has always remained true to its roots. Throughout its long history LAGOS has tended to appeal to an older audience, with their core market being women above 50 years old.

The Goal

LAGOS wanted to expand its audience to include a new generation of younger customers. They knew that their designs are timeless, appealing to anyone with a stylish disposition. So, the challenge was not to reinvent, but rather reposition the brand in terms of reach and visibility.

How do you expand the market of a luxury brand like LAGOS to reach a younger audience?

You start by using the channels that younger audiences engage with. This means social media, and specifically Instagram, where 92% of users are 18 – 49 years old, and 63% earn more than $50,000 per year

Nurturing a new market

So how do you get to grips with the world of Instagram as quickly as possible? LAGOS was looking for the best tool to help them utilise Instagram as a space to engage new audiences and market their jewelry. So, they turned to Photoslurp.

Photoslurp provided the easiest solution for us to capture and curate all of the LAGOS related content created by our customers and fans. Everything felt simple. And the message we wanted to communicate was simple too: there is no wrong way to wear our jewelry, hence the use of #MyLagosMyWay

Amanda Willinger – VP Digital & eCommerce at LAGOS

A Photoslurp carousel integrated on LAGOS’ website

LAGOS embraced the Photoslurp system seamlessly, integrating our carousels onto their product and home pages, and setting up a dedicated gallery for product discovery. Once on-boarded with us LAGOS didn’t stand still, they wanted to maximise their impact on Instagram. They pushed their brand reach from the start by carefully selecting influencers to work with, placing their products in direct view of their new, younger, target audience.

We began using influencers to build our presence within the space, and we soon found our momentum with more and more organic content coming from evangelists of the brand. Now we have strong visual content from real women that we can leverage in our social channels and our site.

Amanda Willinger – VP Digital & eCommerce at LAGOS

The Results

Overall conversion rate increase after integrating UGC

10.8%

Percentage of sales from customers that interacted with UGC

15.6%

One step further –  Connecting to retailers

With over 225 stores selling their jewelry across the United States, LAGOS have found ancillary benefits within the Photoslurp platform. Now that their content is curated and organised, LAGOS can see just how much their retailers post high quality content of their products. And likewise the retailers have a digital social touchpoint with LAGOS.

We have found Photoslurp super useful for connecting with our many retailers. They act like expert evangelists for our brand. By teaming up online we, and our retailers alike, help each other to grow within the online social space.

Amanda Willinger – VP Digital & eCommerce at LAGOS

 

With Photoslurp, LAGOS have successfully begun to leverage their UGC to market their brand sell more online. And the return on their effort is only going to increase from here, as the wheels of the social system are now in motion.

Amongst other Photoslurp widgets, LAGOS displays their UGC in the form of a gallery similar to the one below.

Click on any one of the images to get a feel for it

Interested to see how Photoslurp can get you results like these?