PROJECT DESCRIPTION

In 2020, denim designer Donna Ida Thornton had a full calendar of pop up events scheduled for the whole year. When the UK went into Lockdown during the pandemic, it was time for a quick new reactive strategy to reach the Donna Ida girls. Together we crafted a strategy to remain open and available to shoppers using Donna’s largest channel, Instagram, which had 17k followers at the beginning of April.

EVALUATION

“Loving @donnaida 2pm daily lives,” Fran Bacon, The Fashion Lift

The daily slot at 2pm on Instagram Live started out with Donna answering questions and giving styling tips with Donna Ida girl Annelise Williams. Over the last few weeks this has continued to grow and now includes joint Lives with Donna’s network including Melissa Odabash, Jo Elvin and Lisa Snowdon. Donna has also accelerated the growth of her husband’s account @robertwaltonmbe by sharing his popular Dazzler Does cooking videos on her own stories – read more here. Donna’s Instagram following increased to over 21k boosted by a Stay at Home competition and behind the scenes beauty videos. Follow @donnaida.