We worked alongside Dorothy Perkins to get their social media presence off the ground and, in doing so, to challenge people’s perceptions of the brand. From starting with little to zero conversation across Twitter, Facebook, YouTube and the blogosphere, we created a cohesive strategy in order to grow their younger online fanbase.

As well as managing Dorothy Perkins' Twitter and Facebook activity, we also created film content from street style voxpops and beauty know-hows, and formed a global blogger outreach programme of Dorothy Perkins brand advocates. We created a blog, ‘Going Out, Staying Out’, which became a hub for the bloggers and their readers to share tips on nights out and - of course! - suggestions for Dorothy Perkins outfits to wear on different occasions.

We also needed to increase fan page numbers. Fuelled by cogent insights, we did this by creating content and kickstarting conversations with genuine social currency for the target audience. By adding bespoke tabs and applications throughout the page we were able to create somewhere fans wanted to come back to. Compared to some of the bigger competitors, Dorothy Perkins’ fans were far more engaged with the fan page content, with lots of interaction within the page and regular conversations with each other and the brand. 

We built applications such as ‘DP Daily’ – a landing-page tab which showcased all the latest offers and news (that Dorothy Perkins are able to update themselves), along with an interactive RSS feed which pulls in product feeds from the main DP homepage and is accompanied by Facebook Like functionality. Other tabs hosted competitions, such as a ‘quiz’ application, which we built to be re-skinned in a CMS (both colour/look of quiz and the questions/answers) across seasons, such as ‘What autumn/winter trend are you? and ‘Are you ready for party season?’

Our work with Dorothy Perkins saw Facebook fan page numbers increase by over 10,000%, significantly more than any other competitor within the same time frame. This provided Dorothy Perkins with a great foothold and understanding of their social media audience and thus the required strategy.