Dune London - Brand Communications Guidelines

DIGITAL MARKETING • SOCIAL MEDIA

Social Media Performance Dune Marketing reviews all regional social media pages regularly to ensure performance is being optimised and the Dune London brand accurately represented. Reports and recommendations may be circulated to support performance and flag where brand guidelines are not being followed. The principal KPIs tracked by Dune Marketing include:

Reach

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Engagement

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Followers

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Ecomm Traffic From Social Media Social media can deliver stronger return on investment when it drives traffic to an ecommerce platform, allowing the customer to continue engaging with the brand or make a purchase. The following guidelines outline the best practice principles for driving traffic to owned or 3 rd party websites. This applies to organic and paid social activity.

Driving Traffic to Owned Skinned or Owned Multi-brand Websites

• In markets where both exist, owned skinned sites must be prioritized over owned multi-brand sites.

• Always include the website URL in the social page profile.

• If possible include shoppable tags on posts and ‘swipe up’ CTA’s on stories.

• Ensure the correct tracking and coding is applied to all links to enable analytics.

• Link to category pages so that engaged customers can browse all styles related to the content. Limit PDP links to hero marketing lines only. • Ensure that the collection, category or product mentioned in the social content is featured on the linked page.

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