Challenge:

No nonsense, a national women’s legwear and apparel company owned by parent company Kayser-Roth Corporation, introduced the first control-top pantyhose in 1976. The brand was a hot household commodity in the 1980s and a closet staple throughout the 1990s. In addition to their legacy line of sheers and tights, the company is mostly known for its basic cotton and denim leggings as well as its wide variety of socks. However, according to a research study, the No Nonsense team discovered that unaided brand awareness had severely dropped.

No nonsense hired SPARK to take over their Facebook and Instagram accounts to rebuild the brand’s social media presence and follower base after a period of inconsistent and stagnant activity (six months of inactivity on Facebook and two years on Instagram). The SPARK social team was tasked with creating ongoing content using supplied visuals, managing post comments and messages, engaging with the community, strategizing monthly advertising plans and reporting quarterly results. The goal was to boost brand awareness with a younger audience demographic, reconnect and engage with page followers, and increase conversions through online sales.

Solution:

SPARK started working with No nonsense in December 2019—getting to know the brand’s target audiences and tone of voice, establishing social media goals and KPIs, identifying key social trends, building a strategic annual social media plan and calendar, and creating tools and timelines for ongoing social content and advertising. Three months later, the world drastically changed with the start of the COVID-19 pandemic.

Luckily for No nonsense, their e-commerce business was booming with a surging demand for comfortable, work-from-home clothing throughout 2020. Early that year, the company launched a line of antimicrobial face masks for adults and children, and the SPARK social team played a key role in customer service, managing daily questions, comments and backlash regarding the masks. SPARK also supported two successful product launches through targeted social media campaigns, including ExpanTech socks for the family and the Green Threads line of unisex leisurewear.

No nonsense wanted to focus more on who they were and not as much on what they sold, with the idea being to engage with female shoppers who identified with the brand’s values and were more interested in affordable staples than fashion-forward styles. By posting inspirational quotes and lifestyle messaging, promoting new products and website sales, and sharing user-generated content (UGC), engagements and link clicks skyrocketed. The SPARK social team also used monthly contests and giveaways, requiring page follows and tags, to increase page growth and boost engagement with posted content. Instagram story development was added to ongoing content calendars to increase reach. Additionally, a small monthly social ad buy helped to steadily grow followers on both platforms and increase post impressions.