Digital media, marketing and technology company and SocialChain owner, Brave Bison, has been selected by Yours Clothing, Britain’s rapidly growing and leading plus-size fashion retailer, to handle its performance marketing following a competitive three-month pitch.
Brave Bison will be responsible for driving efficiency in the UK market while setting the business up for success across core international territories (US/Ireland/Australia) as the retailer expands throughout 2024.
To achieve this, Brave Bison will leverage its relationship with technology partners, such as Feedonomics and GWI, for the data and insight to determine the most profitable territories and how to navigate each respective market’s unique nuances. In particular, considering Yours’ brand mission to champion women and their curves, there is a need to understand the attitudes towards body positivity and self-love across target growth regions.
By going above and beyond best practices, Brave Bison will help Yours compete in a highly competitive market. This will include the use of AI insights to give an accurate reflection (and renewal) of their current core audience, alongside building out and managing all paid search, shopping, feed management and paid social channels.
The wider brief from Yours, which spans several facets of performance, including paid search, social, shopping and feed management, will capitalise on Brave Bison’s unique ability for agility via its custom-channel agnostic digital solutions.
Brave Bison’s compelling approach to paid social, following the acquisition of Manchester social specialist SocialChain, was cited as a reason for the appointment. Added to this was its experience in the online fashion space and growing brands internationally with targeted campaigns. The latter led the company to take on the largest area in which they operate, the United Kingdom, with a view to supporting the brands international expansion plans in 2024.
To support companies with international expansion, Brave Bison implements its ‘G.R.O.W’ framework, a tried and tested checklist for brands, detailed in its latest performance whitepaper.
Hannah Kimuyu, managing director, performance, Brave Bison, said: “Yours’ online growth has been bolstered by improvements in its online content over the last couple of years. However, in recognition of this significant impact digital can have on growth, it needed a long-term partner that can really take the brand to new heights. Our wealth of experience growing brands internationally is undeniable. This combined with already ambitious and positive forecasts for the year ahead, means that fashion that fits everyBODY is sure to also now reach everybody in the near future.”
Antony Talbot, group trading director at Yours Clothing, addeed: “Yours is growing at an impressive rate. We were the fastest growing fashion retailer in 2022, and we’re not slowing down any time soon. As a result, we needed an agency partner that is operating at the same speed as us, and that can push our boundaries in terms of performance. Brave Bison’s experience, understanding of our businesses’ direction and unique approach to performance marketing is invaluable to us at such a pivotal point in our growth.”
