Smo smm - abaya fashion

Scope of Work (SOW) Social Media Marketing (SMM) & Social Media Optimisation (SMO) Couture 365 Luxury Abaya & Kaftan Brand 1. Project Overview Couture 365 seeks to appoint a digital marketing agency to manage and optimise its social media presence, community engagement, paid advertising, customer acquisition, and brand loyalty initiatives across Meta platforms and TikTok. The objective is to establish Couture 365 as a leading luxury Emirati fashion brand while driving measurable growth in brand awareness, engagement, website traffic, customer acquisition, repeat purchases, and customer lifetime value. ⸻ 2. Project Objectives The appointed agency shall deliver: Brand Awareness * Increase visibility of Couture 365 among UAE and GCC audiences. * Position Couture 365 as a premium luxury abaya and kaftan brand. * Expand reach amongst Emirati, GCC, Arab expatriate, and luxury fashion audiences. Brand Engagement * Increase audience interaction across all social platforms. * Build a highly engaged community around luxury fashion, modest fashion, and Emirati culture. * Increase comments, shares, saves, profile visits, and direct messages. Brand Loyalty * Develop campaigns targeting existing customers. * Increase repeat purchases. * Increase customer retention and customer lifetime value. * Build VIP customer segments and loyalty audiences. Sales & Conversion * Drive qualified traffic to Shopify website. * Generate online purchases. * Drive footfall to physical retail locations and activations. ⸻ 3. Social Media Optimisation (SMO) Platforms Instagram * Feed optimisation * Reels strategy * Story strategy * Hashtag strategy * Community management * Influencer collaboration support Facebook * Page optimisation * Audience engagement * Facebook Shop optimisation * Community management TikTok * Organic content strategy * Trend identification * Viral content recommendations * Audience growth strategy ⸻ Monthly SMO Deliverables Content Management * Content calendar development * Posting schedule optimisation * Content performance analysis * Trend monitoring Stories Management Minimum: * Daily Instagram Stories * Daily Facebook Stories Story Content Mix: * Product showcases * New arrivals * Behind-the-scenes * Styling tips * Customer testimonials * Polls * Questions * Countdowns * Event announcements * Limited-time offers Community Management * Respond to comments * Respond to messages * Manage customer enquiries * Escalate customer service issues * Reputation management Brand Loyalty Activities * VIP customer campaigns * Exclusive launches * Early access campaigns * Loyalty programme promotions * Customer appreciation campaigns * User-generated content campaigns ⸻ 4. Social Media Marketing (Paid Advertising) Advertising Platforms Meta Ads * Instagram Ads * Facebook Ads * Advantage+ Shopping Campaigns * Catalogue Sales Campaigns * Retargeting Campaigns TikTok Ads * Video View Campaigns * Traffic Campaigns * Conversion Campaigns * Retargeting Campaigns ⸻ 5. Campaign Structure The agency shall create and manage between: 25–30 Active Campaigns Using a combination of: Cold Audiences (40%) Objective: * Reach new potential customers Targeting: * Luxury fashion * Modest fashion * Designer fashion * Premium shopping * GCC luxury audiences * High-income segments * Fashion enthusiasts * Lookalike audiences Campaign Types: * Awareness * Reach * Engagement * Video Views * Traffic Expected Campaigns: 8–10 campaigns ⸻ Warm Audiences (30%) Objective: * Nurture interested prospects Targeting: * Website visitors * Social media engagers * Video viewers * Product viewers * Add-to-cart users Campaign Types: * Engagement * Traffic * Catalogue * Lead generation Expected Campaigns: 7–8 campaigns ⸻ Hot Audiences (20%) Objective: * Drive conversions Targeting: * Cart abandoners * Checkout abandoners * Product viewers * High-intent visitors Campaign Types: * Conversion campaigns * Dynamic Product Ads * Purchase campaigns Expected Campaigns: 5–6 campaigns ⸻ Loyalty & Retention Audiences (10%) Objective: * Increase repeat purchases Targeting: * Existing customers * VIP customers * High-value customers Campaign Types: * Cross-sell campaigns * Upsell campaigns * New collection launches * Seasonal campaigns Expected Campaigns: 3–4 campaigns ⸻ 6. Campaign Framework Meta Campaign Types Awareness 1. Brand Awareness Campaign 2. Reach Campaign 3. Luxury Fashion Interest Campaign 4. GCC Expansion Campaign Engagement 5. Instagram Engagement Campaign 6. Reel Engagement Campaign 7. Story Engagement Campaign 8. Profile Growth Campaign Traffic 9. Website Traffic Campaign 10. Collection Traffic Campaign 11. Seasonal Traffic Campaign Advantage+ 12. Advantage+ Shopping Campaign 13. Advantage+ Prospecting Campaign 14. Advantage+ Retargeting Campaign Catalogue Sales 15. Dynamic Product Campaign 16. Collection Campaign 17. Best Seller Campaign Retargeting 18. Website Visitors 19. Product Viewers 20. Cart Abandoners 21. Checkout Abandoners Loyalty 22. Existing Customers 23. VIP Customers 24. Repeat Purchase Campaign ⸻ TikTok Campaign Types 25. TikTok Awareness Campaign 26. TikTok Video Views Campaign 27. TikTok Traffic Campaign 28. TikTok Conversion Campaign 29. TikTok Retargeting Campaign 30. TikTok Collection Launch Campaign ⸻ 7. Audience Development Agency shall create and optimise: Custom Audiences * Website visitors * Product viewers * Collection viewers * Add-to-cart users * Checkout initiators * Purchasers * Instagram engagers * Facebook engagers * Video viewers * Email subscribers Lookalike Audiences * Purchasers * High-value customers * VIP customers * Website visitors * Engaged audiences ⸻ 8. Reporting & Analytics Monthly reporting shall include: Organic Performance * Reach * Impressions * Followers growth * Engagement rate * Story performance * Reel performance Paid Advertising Performance * ROAS * CPA * CPC * CPM * CTR * Conversion Rate * Revenue Generated * Purchases * Add-to-Carts Loyalty Metrics * Repeat Purchase Rate * Returning Customer Rate * Customer Lifetime Value * Customer Retention ⸻ 9. Success KPIs The agency shall work towards: Brand Growth * 15–25% increase in reach per quarter * 10–20% increase in followers per quarter Engagement * Engagement rate above industry benchmarks * Increased saves and shares Conversion * Improved ROAS * Reduced CPA * Increased website conversion rate Loyalty * Increased repeat customer purchases * Increased retention rate * Growth in VIP customer segment ⸻ 10. Agency Responsibilities * Campaign setup and optimisation * Daily campaign monitoring * Audience creation and optimisation * Pixel and Conversion API management * Monthly reporting * Budget allocation recommendations * Creative performance analysis * A/B testing * Strategic recommendations ⸻ 11. Contract Duration Initial term: * 12 months Review period: * Quarterly performance reviews * Monthly optimisation meetings