Increasing sales for silk flower business through socials & influencers and collabs
- SZN Social
- Aug 13
- 3 min read
The new content converted so much better in ads
Studio Alyssum: from farm-based small brand to booming business
Alyssa Pyle runs Studio Alyssum, her artificial silk flower floristry business from a farm house in regional Victoria.
And, yet, she's selling her arrangements all around the country and has her work featured in the homes of some of Australia's most well-known influencers.
Studio Alyssum has used a combination of organic social media marketing and paid ads to grow her home-based brand into a thriving online business with a growing team.
Here's how we did it.
SERVICES ENGAGED
Social Media & Organic Growth Strategy
UGC Content Creation
Content Strategy Management
Social Media Strategy
Alyssa's primary goal with Studio Alyssum at the time of engaging SZN Social was growth and increasing sales.
She wasn't experienced with social media marketing and wanted to understand what kind of content to create to achieve the result she wanted
Marketing funnel content to increase conversion rate
With a product like artificial silk flowers that is a relatively new concept for consumers and is very customised to the service provider - there are a lot of questions consumers will have before they're confident to purchase.
They were using Meta ads to drive traffic to the website and socials and having good success there but the content on socials wasn't strategic in helping potential customers move through the marketing funnel to the check out. So, we focussed a lot of the social media content strategy around fulfilling the middle and bottom of funnel to increase conversions.
By providing very clear content designed to fulfill the marketing funnel - leads were able to swiftly navigate through content and proceed to check out with lower friction which reduced drop offs.
Leveraging audience interests for brand awareness
Studio Alyssum has a very clear niche target audience and a very clear USP so we were able to really dig into the interests and behaviour of the target persona and create social content that would turn up on their FYP or suggested content based on their interests and be naturally appealing to them.
Influencer marketing & brand collabs
Studio Alyssum's target audience are Millennials and older Gen Z who use social media heavily for inspiration. They look to their favourite influencers and brands to know what's cool and get recommendations on what to buy.
Influencer collaborations
We made influencer collabs a priority focus in the strategy as a brand awareness and social-proof strategy identify both types of influencers and researching specific influencers to reach out to.
Alyssa was consistent in executing her influencer strategy, regularly rolling out content collabs and giveaways.
As Studio Alyssum's content became more strategic and she reached more people influencers started following the brand's accounts organically which Alyssa then used as an opportunity to reach out.
One of the biggest influencer collabs to date was with one of Australia's biggest beauty influencer's Chloe Morello, who posted the giveaway on her Instagram account to her 1.1 Million followers and also offered significant social proof for the brand.
Brand events & photoshoot collabs
With flower arrangements being a key styling component for events and photoshoots, we built brand collabs into the growth strategy.
This tactic was designed to create brand awareness, social proof and generate high value UGC and professional photography for Studio Alyssum to use across their socials.
Studio Alyssum has now collabed with some of Australia's most-loved women's brands incl. Brittney Saunder's Fayt Label (bouquets featured in store boutiques), as well as, being used style the launch event for her lipgloss brand Glazey.
The results: Higher quality traffic and increased conversion rate
With content and growth tactics all being more strategic, aligned with the target audience and fulfilling the marketing funnel Studio Alyssum started to see a higher quality of leads and followers on socials with better conversions from enquiry > sale.
They also found the strategic UGC-style content we created converted much better on their Meta ads than their previous visual-only content with no marketing funnel components built in.
Want these results for your brand?
If you’re a beauty, fashion or lifestyle business wanting to level up your growth and improve your sales through social media through real, expert-led strategy? We can help.
Find out more about our SZN Strategy Services
Let’s build a social presence that doesn’t just look good — it brings you real customers and real business growth.
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