Murphy’s Lane, a venture by G.L. Sawant & Sons, is a renowned fabric retailer based in Goa, specializing in high-quality designer fabrics for clothing. Known for their generational expertise, they offer an extensive range of hand-loom fabrics, cotton, synthetics, and contemporary textiles, focusing on quality and transparency. Their brand promises a straightforward, authentic fabric experience, ensuring customers receive exactly what they see. Despite their strong local presence and trust within the fabric industry, Murphy’s Lane faced challenges in translating their reputation to the digital space. They sought to elevate their online presence, enhance customer engagement, and drive more sales through targeted digital strategies. To achieve this, they partnered with 9 Digits Media for photography, social media management, and advertising.
Murphy’s Lane faced several challenges that hindered their ability to fully capitalize on their digital potential:
Despite being a trusted name locally, Murphy's Lane had limited digital presence and was not reaching a broader audience online.
The brand needed professional-grade photography to showcase the beauty and quality of their fabric collections.
Their social media profiles lacked engagement and were not optimized to attract potential customers from outside their immediate area.
Paid advertisements and promotions were not generating significant traction or inquiries.
The key objectives of the campaign were:
Boost interactions and build a community of loyal followers on Instagram and Facebook.
Improve online brand awareness through compelling photography and consistent, high-quality content.
Use social media ads to generate more leads and drive online fabric sales.
Showcase Murphy's Lane as a trusted and premium fabric provider, both in Goa and beyond.
To address the challenges and meet the campaign objectives, 9 Digits Media implemented the following strategies:
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