IN BRIEF
Plural partnered with Angora Group, a strategic product management consulting group for the fashion industry, to elevate their social media presence and engagement. Faced with a recent rebrand, Angora Group needed a robust social strategy, consistent posting cadence and increased follower count. Plural implemented a multi-phase approach, including strategic content concepting, production and community management, resulting in growth in followers, views and story reach. This partnership highlights Plural's expertise in transforming digital presence and fostering sustained client success.
In November 2023, Plural began a transformative partnership with Angora Group, a premier fashion industry think-tank renowned for its over 30 years of experience, aiming to elevate their social media presence. This case study delves into how Plural, a multidisciplinary marketing company, addressed Angora Group's strategic social media challenges, deployed a multi-phase solution and achieved results. Let’s dive in.
Angora Group, fresh off a significant rebrand, faced the critical task of reconciling its three decades of industry authority with the ever evolving social landscape, all with limited resources and online presence. Their key goals were clear: establish a cohesive social strategy, maintain a consistent posting cadence on Instagram and, crucially, grow their follower base meaningfully. The problem to overcome was bridging their deep industry expertise with a compelling, modern social media voice that resonated with their target audience, all while doing more with less.
Plural approached Angora Group's challenge with a tailored, multi-phase strategy designed to build a strong social foundation and drive sustained engagement.
The first step in Plural's partnership with Angora Group involved a comprehensive audit of their existing social presence, a critical move to inform our subsequent strategy. Our findings revealed a need to clearly articulate their industry leadership through an accessible lens, ensuring their voice was knowledgeable yet approachable, with a touch of cool. We identified that while Angora Group possessed immense expertise as a strategic product management consulting group for the fashion industry, their social channels needed to more explicitly embody their brand pillars: Sustainable, Experienced, Nimble, Resourceful, and Knowledgeable.
These insights were pivotal in developing a comprehensive social strategy and refining Angora Group's tone of voice to align seamlessly with their recent rebrand. We established a "dialect" for Angora Group that would assert their leadership without being academic or cold. This foundational work provided a clear structure and ensured brand consistency across all social touchpoints, moving away from generic content to purposeful, clever, and clear messaging. This strategic blueprint was designed to guide content creation and engagement, even as strategic priorities evolved down the road.
With our strategy in place, Plural took the lead on concepting and content production for Angora Group's primary social channel, Instagram. Our approach was meticulously crafted to answer the guiding question: "How can we effectively communicate Angora Group's industry expertise to enhance follower growth, engagement, and brand awareness?" This involved developing a diverse mix of engaging social video edit s, dynamic graphic carousels, and informative static posts, all designed to consistently generate strong-performing content across three key content buckets:
Plural managed the content calendar, deploying these assets with a consistent cadence to maximize reach and impact. Furthermore, Plural actively managed CRM and engagement, diligently nurturing the online community. This included prompt and thoughtful responses to comments and DMs, liking positive engagements and implementing a protocol for handling inquiries, ensuring that every interaction reinforced Angora Group's brand persona.
Beyond foundational strategy, Plural was tasked with consistently delivering high-quality assets and adapting to Angora Group's evolving needs. As we continued with the partnership, we realized a critical challenge was to humanize the brand, fostering a personal connection with the audience while authentically conveying Angora Group's deep industry knowledge. Our solution? We conceived and executed high-impact in-studio shoots that put Nesli Danişman, Angora Group's founder, directly in front of the audience. These interview-style, social-first video edits allowed Nesli to share her expertise directly, transforming the brand's voice into a relatable and authoritative presence.
This innovative approach significantly boosted our reach, contributing to a 34% increase in impressions, consistently outperformed all other content types by engagement, and quickly became an essential, recurring staple on the Instagram channel, proving its sustained impact.
Plural's strategic efforts garnered improvements for Angora Group:
Plural's partnership with Angora Group stands as a clear example of how strategic marketing can drive significant social transformation. We successfully achieved Angora Group's core objectives by creating a compelling social media presence, increasing their follower count and boosting overall engagement and reach. This multi-month, recurring retainer partnership demonstrates the strong, ongoing value that Plural brings to our partners, fostering not just immediate wins, but sustained growth. As Angora Group continues to evolve, Plural remains committed to supporting their journey, ensuring their brand continues to resonate and expand in the competitive fashion industry.
Ready to see what Plural can do for your brand? Learn more about our services and how we can help achieve your marketing goals. We can’t wait to hear from you.
Spencer Brownstein is a Content Strategist at Plural, leading partnerships ranging from medical nonprofits to cannabis dispensaries.
