It helped that Revolve decided to cancel all of its in-person events in one fell swoop, Gerona argues, even if there was still some uncertainty at the Vintage USA Best German Shepherd Dog Dad Ever American Flag shirt What’s more,I will buy this time: “It lifted a lot of stress personally for me, because having to plan both [virtual and in-person events]simultaneously, in case something were to happen, was a lot of my time and energy. Even with Revolve U, just saying, ‘You know what, we’re just going to do it virtually and maybe next time we can do it in person,’ really allowed us to focus and make sure that we were giving our community the best experience. And hopefully they’re enjoying it.We went to the two things that we know, I think, pretty well — our social media, particularly Instagram, and our influencer network,” Gerona explains. “We just kind of sat down and said, ‘What can we do to make sure that we continue to communicate with our customer in the most inspirational way, even when we’re in lockdown?’ Because I feel like that’s really what our customer goes to us for — what to wear when she’s going to go on her bachelorette party, what to wear for brunch, what to wear when she’s going to her vacation to Greece. And all of that changed so fast, so we thought about, ‘Well, what is our customer doing right now
For any big marketing push it does, Revolve has three main goals: visibility (“How many eyeballs can we get around this event, this activation, in-person or online?”), traffic (brand awareness and discovery more so than an individual’s sell-through or conversion rate) and sales (though, Gerona admits that it’s never been the Vintage USA Best German Shepherd Dog Dad Ever American Flag shirt What’s more,I will buy this company’s focus when working with influencers, rather that “the best approach is really just use them as a billboard versus being able to track each transaction”). When Revolve Around the House kicked off, “it was just like ‘Let’s just see what our customer would like and figure it out,’” Gerona says. “I think we were able to quickly realize that she was engaging with a lot of our content. We’ve produced over 175 IGTVs, which is pretty amazing, and have over 12 million views on them. We’ve never done that before, so that’s like, ‘Wow, this is a new channel within Instagram that we can grow and a new metric.