Tiedup is a London-based online fashion store specializing in stylish ties and bow ties, inspired by African colors and patterns. The company emphasizes sustainability by using 100% organic fabric and supporting local communities in Burkina Faso, while targeting urban young men with a clear and minimalist brand identity. Their marketing strategy leverages social media, SEO, and affiliate marketing to enhance brand awareness, generate traffic, and engage customers.

1. Digital Marketing Strategy
Arantza, Barbara, Enrico, Irina

2. COMPANY OVERVIEW
TiedUp is a London-based company.
We are an online fashion store offering a range of stylish and
mid-priced ties and bow ties to urban young men.
The products take inspiration from African colours and
patterns, as a testimony of the roots of the lead designer, who
moved to London from Burkina Faso 10 years ago.
Our fabric are all sustainably sourced and 100%
organic, and support the development of local
communities in Burkina Faso.

3. BRAND OVERVIEW
TiedUp is an innovative and distinctive brand that has
reinvented the classic bow tie.
Derived from a collaboration of a creative mind and the support
of African communities, TiedUp Bow Ties is an accessory
created for a daring new generation of urban men set to express
themselves with originality and style.
Visual Identity: the look and feel aimed for is clear and
minimalist, to showcase the colourful products at their best, but
with a touch of the hearty colours of Africa to brighten the
brand up.

4. SEO STRATEGY
web address: www.tiedup.london
Key words
Bow, tie, fashion, style, London, urban, city, community,
African, Africa, colourful, suit, pattern, man, men, online,
shopping, collection, designer, accessories, sustainable,
organic, development, cotton, ethic.
The key words :
Relate to the products and African heritage
Relates to the target audience
Relates to fashion and design world

5. WEBSITE
NEW SUMMER COLLECTIONNEW SUMMER COLLECTION

6. WEBSITE

7. SOCIAL MEDIA STRATEGY
Facebook
Why?
To create buzz and awareness around the brand and company
products
To generate traffic to the website and revenues
Used in synergy with the other social media mix will improve the
brand awareness and stratagy.
What?
Create a public profile page which includes all the company
essential information and products
operating as a customer service front desk, encouraging feedback
To promote our newsletter and blog, sharing our posts and content

8. SOCIAL MEDIA STRATEGY
Twitter
Why?
To generate conversation and share content
To engage our audience, not to sell the product
What?
Regular tweets to talk about news from the fashion and design
world that relate to our company
Promote events and exclusive products/ collaborations
Promotional tool to engage the audience - create a photo
competition, i.e. ‘#Spotthebowtie’ and send us a picture to win XYZ

9. SOCIAL MEDIA STRATEGY
Google+
It complements our social media strategy allowin us to get higher
ranks in Google search engine. We have a product page which uses
all the SEO strategic key words.
LinkedIn
It is used as a company business card, we have a professional profile
to present the company to the cusotmers and to recruit new talents,
creating new cereer opportunity inside TiedUp.
Both those social media get very high ranks in Google so it’s
important that the company description and profile includes all the
key words from the SEO stratege to optimise search.

10. SOCIAL MEDIA STRATEGY
Instagram and Pinterest
Why?
Media very visually-led, we use them mainly to showcase our range
of products, and the patterns we use.
To share lifestyle inspiration and engage the audience
What?
To share picture of our products, with seasonal moodboards to
promote collections
To showcase inspirational and lyfestyle moodboards. (related to
east London life and events)
Promote pictures of our testimonial/brand ambassadors or
interesting events we sponsored/ organised
To show how the African community life has improved helped by
our business

11. NEWLETTER
The service of the Newsletters that we provide will be focus on:
New Products/collection (every new season/ quarter)
Partnerships with up-and-coming artists and designers for Limited
Edition collections
Promotion of special events or shows where we are present with
invite and subscription to guestlist
TECHNICAL REQUIREMENTS
Required subscription upon purchase – the option will be available
also on the home page of the website
Create a database where we can manage all the clients information
and send tailored emails and communications
Email tracking system to monitor the effectiveness of the newsletter
(how and how much drives traffic to the website).

12. NEWSLETTER
If you are unable to see the message below, click here to view
THE COLOURS OF BRITISH SUMMER
From the catwalk
New seasons trends:
discover the trendy
patterns for your
summer.
Words from the street
What our customer think
and what is trendy in east
London.
Father’s day panic?
Find the perfect present
for your dad here.
If you have any questions,
ideas, complaint or just want
to talk to us, please get in
touch: tiedup@london.co.uk
Follow us
Unsubscribe here Send to a friend

13. BLOG

14. AFFILIATE MARKETING & PPC
Our brand ambassadors
Collaboration and partnership with other web sites and blogs.
We searched the best male fashion blogs in London in July ’14:
We pay them to advertise our web site.
Send the bloggers as a gift a unique and bespoke bow tie to
encourage their collaboration and the possibility that they
could become brand ambassadors.
We create the bow ties, they do the marketing and PR for us.

15. AFFILIATE MARKETING & PPC
EBUZZING LABS
Ebuzzing Social Ebuzzing Labs Blog ranking General
Top Blogs - General - July 2014
Blog ranking based on the score calculated by Ebuzzing which considers various numerous
parameters including the number of backlinks, the number of shares of its articles on
Facebook and Twitter

16. AFFILIATE MARKETING & PPC

17. AFFILIATE MARKETING & PPC
Hype
Hype is a mobile app featuring what’s on in the East, Centre and North of
London. As our target is mainly the East London hipster it is actually a
good tool to advertise our brand and products.
If you like to follow the latest
trends but are concerned about
sustainability and fare trade,
you cannot miss these amazing
African bow ties by TiedUp, a
new online store founded in
Shoreditch.
BRIGHTEN
UP YOUR
SUMMER
WITH THIS
COLOURFU
L BOW TIES

18. ANALYTICS AND TRACKING
Why?
Google analytics allows traffic tracking in the website and
specific landing pages:
Visitor volume and frequency
Visitor location (city or country side)
Time span per individual site or page
Peak visits (date, time) – it helps to plan future promotions
Visitor volume and frequency on social media platforms

19. ANALYTICS AND TRACKING
SEO TRACKING
It is the frequency of key words appearance in search results,
and includes:
Which site is searched for most frequently – Home Page vs.
Landing page
Search traffic – organic traffic VS paid traffic
Brand vs. Non brand
Search engines - where does traffic generate from? Google,
Yahoo, Bing, etc ?

20. THANK YOU FOR YOUR
ATTENTION
Arantza, Barbara, Enrico, Irina