At a Glance

Our Approach

Given their limited presence in Singapore, Piccadilly wanted to leverage on the e-commerce boom in Singapore by driving traffic to their Shopee digital store. To make this possible, the Brew team outlined several key approaches:

Audience Persona Development and Optimisation

The Brew team began by identifying key audience personas based on Singaporean consumer behaviours and demographics.

Drawing on insights from Piccadilly’s success in Hong Kong and global footwear trends, we segmented the target audience into specific groups based on lifestyle, fashion preferences, and purchasing habits. From here, our ads were then optimised to reach these personas effectively, ensuring that our messaging resonated with the right people at the right time.

Launched Ads on Instagram for Piccadilly

Using the data obtained from our audience research, the Brew team identified Instagram as a key platform to reach Piccadilly’s target audience.

Given that Instagram has a highly visual and engaged user base, particularly among fashion-conscious consumers, it was the ideal platform to showcase Piccadilly’s high-end designer shoes.

By leveraging Instagram’s focus on visually-driven content, we created ads that were both striking and informative, highlighting Piccadilly’s brand proposition to the right audience.

The static Instagram ads we created effectively showcased Piccadilly’s products while aligning with the platform’s visual appeal. To meet Piccadilly’s objectives, we incorporated clear calls-to-action in each ad, directing viewers to their Shopee store to drive traffic and facilitate easy online purchases.

In addition to static Instagram ads, we also created Instagram Reels as part of the campaign. Reels were chosen because they provide a dynamic, engaging format that resonates well with Instagram’s younger, fashion-forward audience.

Given the popularity of short-form video content, IG Reels helps us showcase Piccadilly’s products in a more interactive and immersive manner.

Using video content helped us capture the attention of users more effectively, as the format encourages higher engagement rates and shares, amplifying Piccadilly’s reach. Reels also included clear calls-to-action making it easy for viewers to explore and purchase products.

Ran Google Keyword Search Ads

To expand Piccadilly’s online presence and capture high-intent users, we launched Google Keyword Search Ads. These ads were designed to target users actively searching for terms related to designer shoes and women’s footwear.

By focusing on high-conversion keywords, we ensured that Piccadilly’s ads appeared at the top of search results when potential customers were looking for products similar to what Piccadilly offers.

Google Search Ads provided a cost-efficient way to attract customers already in the decision-making phase, driving traffic directly to Piccadilly’s Shopee store. By targeting specific keywords and phrases, we were able to reach users with higher intent, significantly increasing the chances of conversion while keeping costs under control.

Set Up Google Banner Ads

To complement our search efforts, we also implemented Google Banner Ads as part of a broader strategy to increase Piccadilly’s brand visibility across the web. These visually striking ads were placed on relevant websites in the Google Display Network, targeting users based on their browsing behaviour and interest in fashion, shopping, and designer products.

Google Banner Ads allowed us to showcase Piccadilly’s wide range of footwear to potential customers, capturing attention while they browsed other sites. The ads were visually aligned with Piccadilly’s premium brand identity, making them instantly recognisable and reinforcing brand recall.

Each banner ad included a clear call-to-action that directed viewers to Piccadilly’s Shopee store, driving both brand awareness and online sales.

Footsteps to Success for Piccadilly