Artuyt is a brand established in 2016 that creates scarves with paintings and collages of Armenian artists. Each scarf is a result of meticulous work and takes up to 2 months to complete. Artuyt was a novelty in the fashion industry and received a positive reaction upon its release.
However, as the momentum passed, it became increasingly difficult to maintain the client-base. As their main promotion channel was digital marketing, it was clear that their online presence is not good enough to generate sales. Our team broke down their digital presence into smaller elements and identified two primary issues - inconsistent branding and an e-commerce website with poor user experience. To ensure the visibility of the rebranding and acquisition of new clients, there was a need for an advertising strategy.
New logo and a brand book
As a brand, Artuyt stands for taste, elegance and uniqueness. The old logo did not convey those qualities and didn’t appeal to the key demographic of Artuyt. In addition, there were no branding guidelines that would ensure uniformity across different channels where Artuyt was presented - from website to social media platforms.
Website
The existing website of Artuyt was built on a template. It didn’t match the brand and did not appeal to prospective clients. The design of the website needed major touch-ups to ensure smooth customer experience and compliance with the overall branding.
Sales
Artuyt’s branding issues translated into problems in sales. An important element that drove sales for this brand was being trendy but with its current presence (e.b. logo, website), Artuyt couldn’t become trendy.
It was of utmost importance to communicate that with Artuyt, you don’t only get a unique scarf, you get a statement. That is why the design team of Digital Marketing Services took upon themselves to rebrand Artuyt and make sure the logo conveys elegance, style, and taste. The team opted for a black and white logo which contrasts and directs the attention to the colors of Artuyt scarves.
With the new logo, we also created a brand book that ensures conformity across all the platforms where Artuyt has or will have a presence. The new brand was also integrated into a custom-designed website with built-in support optimized for web and mobile for a smooth shopping experience.
With a new brand identity, our team moved on to promoting Artuyt. We determined that the best advertising strategy for Artuyt was a combo of Facebook and Instagram ads, for increased visibility we also used YouTube in-stream ads. The following Facebook advertising strategies have been used:
We also determined that Artuyt solves to major problems for this buyer - trendy fashion element and a unique gift.
For effective targeting, our team created a buyer persona for Artuyt. The buyer persona was based on the experience of Artuyt as well as Google trends on who potentially wears or gifts scarfs. Using the available information, we determined the avatar of the prospective client
A part of Artuyt’s revenue goes to museums and the prospective client of Artuyt would appreciate the idea of investing in something bigger than a scarf.
Given the results of the ads, we can say that the following elements played crucial roles in the success of advertising:
To increase brand awareness and drive sales, our team worked on a comprehensive influencer marketing strategy. It was important to promote Artuyt not only on a local level (Armenia) but also internationally. Therefore, DMS reached out to a geographically diverse group of influencers.
We chose not only fashion gurus but also public figures with big audiences that are opinion shapers and style icons locally and internationally. For example, Italian blogger Franchi Chelli, Russian travel blogger Darya Sitorina and Armenian TV host and actress Nazeni Hovhannisyan.
The rebranding and advertising efforts resulted in brand recognition and increase in sales. Artuyt became a trend and a fashion statement. With this renewed digital presence, Artuyt became the official supplier of Armenian governmental gifts. The scarves are now worn by Angela Merkel, the chancellor of Germany, Anna Hakobyan, the wife of the current Prime Minister of Armenia, Nune Sargsyan, the wife of the President, Kim Kardashian, a well-known media personality and others.
Artuyt is currently the leading scarf company in Armenia with brand awareness and sales figures.
The advertising strategy led to a 37% sales increase, a 25% increase in the number of units sold, a 14% increase in website visitors and 11% increase in Return On Advertising Spend (ROAS).
Currently, DMS is working on search engine optimization (SEO) of Artuyt’s website and Google ads to increase sales and brand awareness outside of Armenia, specifically US, Russia, UK, Italy. We are also planning to launch ads in Japan.