Social media marketing - abaya

Below is a professional Scope of Work (SOW) draft suitable for issuing to a digital marketing agency for Couture 365. 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: 2 Daily Instagram and fb Stories, 2 reals per day, 6 posts per day [2 products per day] 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. A