I first discovered Pink Lily on Instagram, they have 294k followers! I follow a lot of fashion accounts with similar clothing etc. so it made sense when I started seeing them pop up more often in my feed. Aside from Instagram Pink Lily also has a presence on Facebook, Pinterest, Twitter, Snapchat, as well as having an online boutique and blog.
You can log on to each of the different platforms and see consistent marketing, messaging and interaction with their consumers. They also host giveaways, promote sales for different holidays (e.g., Valentines) and the owner directly connects with the consumers. I think the effort put forth into connecting with customers has been a factor in their success.
Pink Lily does a great job understanding their consumers. One of the things that I enjoy are the polls posted on Snapchat. When a new season is coming up it’s common for Pink Lily to post a photo with a new item they’re looking to add to their inventory. They’ll then take to social media and ask for feedback from their audience. I think this is a great way to really to connect with people and show that you’re listening & value your customers opinion.
You can also follow their owner, Tori. She regularly shares behind the scene stuff from photo shoots or the warehouse, sneak peaks at new looks as well as sharing a bit of her own life. You can tell that she enjoys what she does and that she has a passion for her business just by seeing what’s posted on the different social media channels.
The approach Pink Lily is taking with social media is definitely working. Since they opened as an online boutique in a world of many, how they handle their social media presence is important. They started by securing their companies brand name on all of their social media platforms. This helped make sure there was consistency and helped whenever they were searched (e.g., Google, Bing). From there, they built up their presence by engaging with the community, learning what and how often to post and through regularly delivering quality products and service that consumers come back for. Pink Lily became so successful in the online boutique world, it allowed them to open up their first retail store.
Algonquin College Social Media Certificate Program 