Lacuna work collaboratively with Cammino Shoes to create engaging content and a strategic plan of action to grow sales and increase awareness of the brand through a social media approach, influencer promotions, Facebook retargeting and website optimisation. Cammino Shoes are Melbourne-designed and Italian-crafted. Their handmade leather foldable flats are ideal for commute, work, weddings, races, holidays, and parties.
Lacuna continues to create a comprehensive content schedule with Cammino’s vision and four pillars strongly in mind. The core focus for the brand being Italian craftsmanship, events, commute and influencers specific to the time of year or season.
Lacuna’s strategy values credible content from influencers who align with the aspirational, lifestyle centred core of the brand. A partnership with Sonia Styling (@soniastyling) resulted in 2 Instagram features with a 47% increase in website traffic and engagement. Lacuna also organised and implemented Cammino’s collaboration with Bianca Melbourne (@biancamelb) to further increase awareness of the brand this year with a goal to drive incremental sales.
Supplementary to utilising influencer-generated content as a credible voice, Lacuna incorporated SEO into the website strategy to ensure that Cammino as a brand was achieving desired reach on this platform. The optimisation approach saw a 40% upsurge in web traffic in the first 48 hours.
Further to this, Lacuna organised and coordinated a photoshoot that featured the four pillars integrated within the brand identity to create additional refined content for Cammino’s social media channels and website.