PATRICIA NASH DESIGNS
Timeless, travel-inspired leather accessories for both women and men.
INFLUENCERS
159
TOTAL IMPRESSIONS/VIEWS
2.7M
FULLY LICENSED ASSETS
595
CONVERSIONS
700+
STRATEGY
Patricia Nash, a designer handbags brand, partnered with Joybyte to ramp up their influencer program. Historically, the brand worked with a handful of influencers to showcase products that were new—or appearing on shopping networks like QVC or HSN. However, the results of these campaigns were often muddled: It was difficult to see what was converting visitors and fans of the brand into customers.
INFLUENCER CURATION
We streamlined Patricia Nash’s approach to social marketing by curating a group of influencers who consistently performed for the brand on Instagram and TikTok and retargeted top creators. We also focused on seasonal and product-specific activations.
While we encouraged the influencers to be the creators of their journey, we gave them ideas to spark their creative paths and showcase their bags. We also gave them access to a portal with Patricia Nash’s unique selling points, such as its quality leather, mission of sustainability, and design inspiration.
In the past, Patricia Nash leaned towards an audience demographic that is a bit older, an influential subset we dubbed “Coastal Grandmothers,” which make up about 25% of our outreach. This campaign led us to discover the sweet spot for conversions is Chic Moms and Luxury Lovers (75%), who tend to skew lower in age.
CAMPAIGN EXECUTION
With our strategic and streamlined approach, we have curated a group of influencers who consistently perform for Patricia Nash. We have increased conversions month after month, demonstrating the continued effectiveness of this strategy—emphasizing our capacity to drive substantial sales and connect with Patricia Nash’s audience effectively.
To date, the campaign has resulted in nearly 600 pieces of influencer content that has driven over 700 conversions for the brand!
