These days virtually everyone enjoys being social — online. Four Five Ten takes the time to curate content carefully,
pull and push followers to social platforms, engage, and most importantly — measure data to ensure just the right result,
with just the right audience in mind.
pull and push followers to social platforms, engage, and most importantly — measure data to ensure just the right result,
with just the right audience in mind.
The samples on this page are from Seventh + Quinn, an e-commerce brand. Seventh + Quinn is an entrepreneurial start-up that takes advantage of free metrics offered by social platforms they are on to better craft content that their consumers might be interested in. Seventh + Quinn exists mainly online, and message positioning is essential. Each social outlet attracts a slightly different type of consumer.
While brand positioning for 7th remains the same throughout, the brand voice and tone shifts ever so slightly to better engage with followers on each branded page. Four Five Ten has worked with many clients to help them find just the right social niche to reach their audiences as well. We chose to show a bit of Seventh + Quinn because we have an inside view. Seventh is our partner brand; founded, designed, marketed, and produced by us.
Instagram is Seventh + Quinn's primary source of traffic and, historically - sales. For that reason, most of our social efforts are focused on attracting followers there, engaging them in a specific way, and promoting our brand to the target audience we have on IG. Seventh + Quinn's Instagram audience consists primarily of women between the ages of 25-34, most of whom have at least one young child. They span the coasts from New York to Los Angeles but also live in our hometown of Cincinnati. Tuesday and Thursday nights at 9 pm are our favorite times to post product releases and sales, as these are the times when our followers are most engaged, often putting their little ones in bed and shopping at the same time. We utilize both the insights from our business pages, paired with actual follower engagement, to know more about what our audience
wants and needs from us in their life.
Nearly all of our consumers' purchases have traditionally been made by way of mobile. This puts our brand squarely in the palm of our target audience’s hands. The majority of our sales made by way of a click from Instagram are for kids. On Instagram we speak our audience in a fun, hip manner that is relatable to their age but resonates with our four key messaging points; wear our accessories, drink coffee with us–because kids, hate Monday with us, use our brand for empowerment. We use a blend of product photos, people photos, typography, and even a few snapshots of our life to build relationships and trust.
We built our brand from the bottom up using the Instagram platform and the aid of a growing, underground culture called, “brand reps.” Brand representatives partnered with our line early on in exchange for discounted and/or free product. They provided some of the fantastic, diverse, edgy photos that you see of kids and adults wearing our product. They also promoted our sales and product releases on their own pages and provided input on future offerings. It was crowdsourcing at its finest. Without the help of our original rep team, the line would not be where it is today. Seventh and Quinn now utilizes reps in the form of un-contracted collaborators without the need for a formal team.
wants and needs from us in their life.
Nearly all of our consumers' purchases have traditionally been made by way of mobile. This puts our brand squarely in the palm of our target audience’s hands. The majority of our sales made by way of a click from Instagram are for kids. On Instagram we speak our audience in a fun, hip manner that is relatable to their age but resonates with our four key messaging points; wear our accessories, drink coffee with us–because kids, hate Monday with us, use our brand for empowerment. We use a blend of product photos, people photos, typography, and even a few snapshots of our life to build relationships and trust.
We built our brand from the bottom up using the Instagram platform and the aid of a growing, underground culture called, “brand reps.” Brand representatives partnered with our line early on in exchange for discounted and/or free product. They provided some of the fantastic, diverse, edgy photos that you see of kids and adults wearing our product. They also promoted our sales and product releases on their own pages and provided input on future offerings. It was crowdsourcing at its finest. Without the help of our original rep team, the line would not be where it is today. Seventh and Quinn now utilizes reps in the form of un-contracted collaborators without the need for a formal team.
Etsy is a relatively new platform for Seventh + Quinn. We claimed our spot on Etsy when we began so that we could hold our name, but the brand actually began selling on a hosted, stand-alone site. As production was scaled back a few months ago, it moved to an Etsy only platform. Etsy provides many ways to promote your “shop” by way of keywords, SEO, paid promotions, sales, and basic analytics. Consumers on Etsy shop our brand in two ways - Mobile (47%) and Desktop (25%). With the switch from a stand-alone site to Etsy, we have noticed an expected uptick in the manner in which our brand is found. Etsy provides an organic way in which consumers can both find and shop our brand, away from our social media efforts. While Etsy’s free insights suggest that consumers are finding our brand through direct links, we believe the data might still be more reflective of them finding us via social links, rather than an online search, as we currently don’t utilize paid Google SEO.
Etsy lacks the audience insights that social media platforms offer but promotes organic shopping to consumers that may not have heard of us otherwise. Seventh + Quinn commonly adds listings and updates, re-vamps keywords, and updates shop announcements to bolster Etsy consumer search efforts. We pair our social media posts with those mirroring Etsy shop updates for an integrated approach.
Etsy lacks the audience insights that social media platforms offer but promotes organic shopping to consumers that may not have heard of us otherwise. Seventh + Quinn commonly adds listings and updates, re-vamps keywords, and updates shop announcements to bolster Etsy consumer search efforts. We pair our social media posts with those mirroring Etsy shop updates for an integrated approach.
Both Facebook and Pinterest are areas of opportunity for the Seventh + Quinn line. Facebook has yet to catch fire for us, and the brand page attracts a different type of follower. Women still dominate the brand's audience; however, they are slightly older (35-44) and have children who are slightly older as well. Even when posting the same content from Instagram, we speak with a somewhat more refined brand voice on Facebook. As a brand, we'd love to see purchasing growth within this segment, as the accessory line was initially designed with them in mind.
Facebook does well in offering follower insight and paid promotional tools. However, Facebook ads have not garnered much success for the brand in the past and have been dropped from the current marketing strategy. Facebook groups seem to be enjoying growth by other brands in our category and will soon be explored further. Seventh + Quinn does well in taking advantage of closed networking groups on Facebook and commonly grows Instagram followers and utilizes collaborations found via Facebook groups for shops and brand reps.
Pinterest was utilized at the beginning of our brand's story but again, did not seem to attract as wide of an audience. Copy-write infringement of our designs was also of concern with the initial tee line that we began with. Our brand has claimed a spot in name only with a few boards of varying youth-related topics. In the near future, we will be partnering with other small shops to promote our boards while we explore buyable pin options that take viewers to our Etsy landing page.
