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The Background
Company: Weavable
Industry: Fashion
Weavabel is a pioneering manufacturer of sustainable fabrics, trims, and packaging, committed to transforming the fashion industry by prioritising sustainability over profit. With an established reputation for eco-friendly innovation, Weavabel partnered with Avidly to achieve ambitious growth goals and expand their impact in the luxury fashion sector.
Their vision was clear: to become the trusted supplier for high-end fashion brands seeking premium, sustainable materials while maintaining their core values of environmental responsibility.
The Challenge
"Targeting the right audience and the premium brand has been one of our main challenges at Weavable. It can be quite hard to target luxury fashion brands because you have to have the right positioning of your brand - from start to finish of all of your marketing activities." - Jackie Lewis, Marketing Manager at Weavable
Weavabel faced several strategic and operational challenges that hindered their ability to achieve their full potential:
- Reaching premium clients: Despite their sustainable offerings, Weavabel struggled to attract “whale” brands - luxury fashion companies that would provide high-value, long-term partnerships. These brands require both proven expertise and a strong alignment with their high quality standards.
- Building credibility in the fashion sector: Competing in a crowded market dominated by established players required more than just a unique selling proposition. Weavabel needed to enhance their authority and visibility as the go-to partner for sustainable trims and packaging.
- Boosting lead-to-customer conversions: While generating leads through their website and content channels was already a focus, their contact-to-customer conversion rates required improvement to sustain business growth.
- Increasing revenue in a demanding market: The overarching goal was to grow revenue by 15% annually, a significant target that demanded optimisation of all aspects of their marketing strategy.
Objectives & Solution
"Working with Avidly is like an extension of our team. They are always on hand to help us, always there to drive activities forward. They are really invaluable to us." - Jackie Lewis, Marketing Manager at Weavabel.
Together, we defined a set of clear, measurable objectives to guide the strategy:
- Attract and convert premium fashion brands: By targeting high-end fashion companies, multiple campaigns aimed to elevate Weavabel’s customer base to include brands aligned with their values and capable of driving significant revenue.
- Increase relevant blog traffic and engagement: Building on Weavabel’s content-driven approach, the objective was to amplify their reach through SEO-optimised blogs, focused on the sustainability concerns of fashion decision-makers.
- Strengthen conversion metrics: Improving the customer journey and ensuring seamless pathways from initial contact to client onboarding became a key focus.
- Achieve sustainable revenue growth: Beyond immediate gains, the goal was to establish a framework for ongoing revenue increases through improved marketing ROI and customer retention.
We crafted an integrated marketing strategy centred on high-quality content, audience segmentation, and multi-channel distribution. The approach ensured every touchpoint reflected Weavabel’s expertise and commitment to sustainability.
Content strategy
The campaign produced a range of assets tailored to every stage of the buyer’s journey. Blogs were published 2-3 times per month, addressing critical topics like sustainable packaging partnerships, trims for brand storytelling, and environmental responsibility.
Case Studies highlighted success stories, demonstrating the impact of Weavabel’s solutions on the luxury fashion market. Product Videos and Photography showcased the premium quality of Weavabel’s offerings, building trust through visual appeal.
Downloadable Brochures provided in-depth insights into Weavabel’s product lines, catering to potential clients' need for detailed, tactile exploration.
Avidly ensured Weavabel’s content was visible across multiple platforms, including their website, social media and email marketing, with the latter using automated workflows to nurture leads efficiently.
To maximise effectiveness, the strategy incorporated regular performance reviews, quarterly SEO audits and frequent multi-variate testing. These measures allowed the team to adapt to emerging trends and improve conversion rates continuously.
Results & Impact
The collaboration between Weavabel and Avidly delivered exceptional results, even surpassing initial targets.
Growth in revenue
The campaign yielded an impressive 1814% ROI.
Increased engagement
Website traffic increased by 738%, while blog views grew by 500%. Social media interactions rose by 193%, reflecting the growing interest in Weavabel’s offerings.
Enhancend conversion metrics
Contact-to-customer conversion rates improved by 174%, resulting in 391 new customers and reducing the cost per customer.
Elevated brand authority
By positioning Weavabel as a thought leader in sustainable practices, the strategy significantly boosted their credibility within the luxury fashion industry.
Weavabel’s partnership with Avidly showcases the transformative impact of a well-executed content marketing strategy. By aligning sustainable values with targeted, high-quality content, they successfully unlocked new opportunities in the competitive luxury fashion market.
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