Prior to working with us, MY DRAP was a b2b wholesale business, primarily serving the hotel & bar, aviation, and private events industry. Their brand lacked presence in North America, particularly on social media.

Our team has helped MY DRAP launch on the b2c market through strategizing and executing converting social media, email, and influencer marketing campaigns.

MY DRAP is a producer and seller of high-end cotton napkins manufactured in Spain. With the opening of their North American branch, MY DRAP saw an opportunity to sell direct to consumer along with private-labeling for the hospitality industry. Their target audience was:

• individuals passionate about hosting and fine dining
• private jet service crew and leasing companies
• bars, hotels, restaurants
• private event venues
• event planners

Key results:

-         Created high performing email marketing flows and campaigns that consistently brought 40% + open rates and 3% + click through rates

-         Increased Instagram Followers from 2600 to 4100 in 4 months

-         Increased engagement rate on Instagram by 140%

-         Increased content interactions by 73% in one quarter

-         Increased posts organic reach by 122% in one quarter

-         Facilitated Influencer Marketing campaigns with thousands of engagement pieces (likes, reshares, saves, comments); our most successful Influencer campaign resulted in a n extra $10k in sales in one week

There are a few key impact makers that turned this project into a successful and profitable one:

1.      Well thought-out editorial calendars and themes (Social Media – Influencer – Email)

-         Because MY DRAP engaged our team for multiple projects, we have decided to create a healthy ecosystem of marketing strategies and activities that supported each other

-         Our team created editorial calendars at least 3 months in advance, with concrete themes where everything was in alignment: content creation for both social and email marketing, activities (ie. only engaging with accounts and hashtags congruent with the weekly and monthly themes), influencer marketing engagement, and micro-influencer posts shares

-         MY DRAP was still fresh to the non-connoisseur and it was critical to lay out the same messages, reiterated in different angles, on every platform. That way, if someone from the private jet industry came across one of our private jet influencer posts for instance, they would find more information on how MY DRAP works for the private jet industry as all of our content and engagement during the private jet theme period was congruent with that theme

2.      Influencer Marketing

-         Influencer and Micro-Influencer marketing played a key role in increasing MY DRAP’s brand reach and sales

-         Our team follows a rigorous influencer marketing strategy:

o  First, we decided each campaign’s goal and budget with the MY DRAP team

o  Then, we vetted potential influencers with the help of influencer management software

o  We manually reached out to the most fitting influencers

o  We then negotiated our terms, including posting dates, coupon codes, how many pieces of content to be shared and the kind of content we wanted shared

o  We crafted and sent Influencer agreements

o  We monitored and managed the campaign until our influencers fulfilled their commitment

-         Our influencer marketing campaigns brought in thousands of authentic engagement pieces, sales from new customers, and new email list subscribers

-         Our most successful influencer campaign correlated an extra $10k in direct sales in one week

3.      More than just Content Creation

A strong content strategy is critical to the social media assets health of a visual brand like MY DRAP. Our team not only curated the best content given by the MY DRAP team, but also, created and implemented systems to produce user generated content. As a result, MY DRAP’s social media feeds have become true assets that represent the uniqueness of the brand, and tell the story to a specific group of a target audience.

Our team has also crafted unique Stories shared on Facebook and Instagram that increased engagement – from quizzes and fun games, to interesting facts and opportunities to showcase own videos, our Stories have become a staple in containing a strong social media presence.

Other activities

As MY DRAP’s dedicated outsourced marketing department we have flexibly worked with their team to increase their social media presence and sales with different projects that fit their needs such as:

-         Quarterly contests: fully strategized, organized and executed by our team; these contests were created with the intent to increase social media followers

-         Assets creation for their advertising team

-         Creation of idea book for overall marketing themes and projects

-         Full immersion with their data collection, tracking and interpretation

-         Coordination with content writer and content marketing strategy input

Overall MY DRAP has seen an immense success in launching their b2b project in North America. MY DRAP has decided to contain all marketing efforts in-house and we had a bitter-sweet goodbye after 8 rewarding months of working together.