Styling Real Life: Social + Email That Drives Purchase
Parallel 51’s promise is effortless style for modern women. We brought that promise to life with personality-led social and pragmatic emails that showed outfits in context—leading to sustained reach, clicks, and purchases.
Problem
On busy feeds and inboxes, the brand needed a fresher voice that reflected ‘inspired by you, created for you’. The goal was to grow an audience that saw themselves in the product—without resorting to generic trend-chasing.
System applied
We ran monthly shoots centered on real-life scenarios, edited formats for speed and saveability, and rebuilt email modules for clarity and conversion. Copy shifted from product-first to moment-first, pacing content around seasons and drops.
Challenge
Women wanted ideas they could wear now, not catalogue perfection. Social posts and emails needed to show fit, comfort, and how pieces work together—so inspiration turns into baskets and checkouts.
Strategy
We leaned into personality: styling notes, ‘wear-again’ pairings, and user references. Emails were redesigned with clearer hero modules, scannable cards, and stronger CTAs. Flows targeted browse and post‑purchase behaviour.
Execution
UGC integration, quick style guides, and weekly A/B tests on subject lines and hero imagery. Segmented sends followed engagement, and content calendar synced drops with social rhythm to maintain momentum.
Outcome (First 3 months)
- 166% increase in website visits
- 67.2% increase in email click rate
- 11% increase in email purchase
- 4,100% increase in reach
- 700% increase in engagement
- 35% increase in follower gain
Optimise is an innovative team that tirelessly works to ensure their clients are on-trend, in-the-know and up to date on how they are presented on social media. They are young, forward thinking and always bubbling with ideas. It's been a pleasure to work with them!
