Funnel Strategy:

Lily Presson
The Brand: .
Princess Polly’s
Presence on Instagram
 Princess Polly’s Presence on Instagram .
Princess Polly is an online fashion boutique known for its
trendy and sustainable fashion wear.

Its marketing heavily relies on social media and the usage

of influencer marketing, especially on Instagram.

Princess Polly’s Instagram account:

https://www.instagram.com/princesspollyboutique/

★ 2,268,899 followers as of Oct. 31, 2022

★ Posts daily on main feed
○ Also posts daily to stories
★ Engagement rate of 0.05% in the last 16 posts

https://socialblade.com/instagram/user/princesspollyboutique
Conversion Point .
For Princess Polly, a “potential customer” becomes a “customer” when they
complete an online sales transaction and/or follow the brand on social media.

★ Ex: Filling in their billing information and placing the order

The Funnel: .
Princess Polly’s
Marketing Funnel and
Success
Awareness .
Princess Polly increases its brand awareness by:

★ Displaying consistent sponsored posts

that blend in on the user’s feed
★ Awareness creation through influencer usage
★ Offering the user a discount code

This specific post features a “Shop Now”

clickable widget that takes you directly to the
site, along with a concise and effective caption.
Awareness .
Princess Polly attempts to move users through the
funnel at this stage by:

★ Using aesthetic images posted by customers on

their feed
★ Its ability to relate to ordinary people
 Interest/Consideration .
For Princess Polly, the interest/consideration step
includes a user following its social media accounts,
visiting their website or googling further information
on the brand. Princess Polly addresses these people
in this stage of the funnel by:

★ Providing convenient links to clothing

○ Especially clothing that is eco-friendly
★ Presenting a more candid approach
○ Using memes to tell Instagram followers about its’
Black Friday sale
★ Maintaining an aesthetic image throughout all of
its media
★ Offering a Style Quiz on its website to “get to
know” its customers better
Interest/Consideration .
★ The starting page of Princess Polly’s ★ Example of a possible Style Quiz
Style Quiz: result:

Princess Polly goes on to offer an “Edit” of

the style you receive. By clicking the link, you
will be taken to a page filled with clothes
tailored to your preferences.
 Evaluation/Intent .
The evaluation/intent for Princess Polly would involve a customer visiting the
online boutique, clicking on items, adding an item/items to their cart, subscribing to
the newsletter and/or interacting with the brand on social media.

Princess Polly aims to convince consumers to move to the conversion stage by:

★ Reminding users of
○ Wishlist items left unpurchased
○ Popular/low stock items
○ Items placed in cart and left unpurchased
★ Princess Polly typically offers users a discount code as well
○ Personalized codes can be accessed by signing up for the newsletter or by following the
boutique on socials
 Evaluation/Intent .
Example of Example of
discount a Wishlist
code offered reminder:
by following
Princess
Polly’s
socials:
Example of
a Low
Stock
reminder:
 Conversion .
After the consumer evaluates and purchases
from Princess Polly, they are considered to be
in the Conversion section of the funnel!

Princess Polly offers many incentives for

passing through the conversion stage:

★ Offering further discounts after a consumer

makes a purchase
★ Point system based off of purchases,
reviews, social media interactions, etc
Conversion .
Reviewing these purchases on the website, on social media or verbally to a friend creates
greater exposure while also providing valuable feedback on its products.
Loyalty/Advocacy .
Princess Polly addresses users at the Loyalty/Advocacy stage by:

★ Encouraging them to share the love ★ Posting frequent content and

(post their favorites on social maintaining a large focus on its
media) sustainability efforts
○ Princess Polly has hundreds of social
media influencers with affiliate codes
○ Offers rewards points for leaving
reviews on any of your purchases
Loyalty/Advocacy .
★ Encouraging customer ★ Attempting to maintain the users’ sense
engagement through of advocacy by providing a points
responsiveness and system with incentive for purchasing,
language sharing and interacting.
 Princess Polly seems successful in moving
users through its funnel. Because of its
unique relationship with its consumers, the
opportunity for engagement, efficiency and
effectiveness remains prevalent. Princess
Polly offers a rewarding points system for
frequent buyers, presents sustainable
clothing options and retains a strong sense

Conclusion of advocacy through influencer and

customer marketing.

Princess Polly may face obstacles when it

comes to trendiness. While the word has
positive connotations, it also means that
items go in and out of style at a fast pace.
By maintaining its’ sustainability efforts, it
can attempt to curb the effects of fast
fashion.