Jess and Stef Dadon are the founders of cult footwear brand Twoobs. Want to learn how they - along with digital influencers Steph Clare Smith, Jasmin Howell and Dalton Graham - use social media strategies to drive revenue growth?
In the meantime, here are their three greatest strokes of genius in the digital space.
1. The $500 social media storm
The Twoobs footwear brand was launched at New York Fashion Week in 2016. The Dadons invested just $500 on three models wearing Twoobs outside key show locations. The twist? The models were also wearing bikinis in -4C weather conditions. The guerilla marketing stunt spread like wildfire across social media, cementing their position in the cult footwear space.
2. The online sell-out success
In October 2017, the pair collaborated on a designer footwear range with Gorman. The collection sold out within three hours online, marking the second such sales coup for the Dadons. Their first footwear venture ever with Windsor Smith sold out in one day, with the five-piece capsule range inspired by their fashion blog 'How Two Live'.
3. Leverage, leverage, leverage
The Dadons have leveraged their social media following to grow Twoobs, potentially hitting $1 million in turnover this fiscal year. They have also collaborated with key industry players including Asos, Westfield and Shopbop. The adventure all started when they launched their blog as a daily diary in 2012.