Content Marketing, Email Automation & Community Growth
Iconic Football Shirts
01 — Client overview
Iconic Football Shirts is a UK business specialising in match-worn, match-issued and signed football shirts and memorabilia. de Garis Agency works with the business across Instagram content production, email marketing, customer engagement, community development and digital growth.
02 — Challenge
Iconic Football Shirts needed a more structured approach to digital marketing, connecting its football memorabilia inventory with relevant audiences while improving the customer journey from discovering content to engaging with the business and making purchases. The opportunity was to strengthen content consistency, develop a recognisable visual identity, improve email marketing systems and build a dedicated collector community.
03 — Approach & solution
1. Social Media & Content
- Took responsibility for all Instagram content from 13 August 2026.
- Developed a consistent content strategy combining short-form reels, football storytelling, product showcases, carousels and branded promotional graphics.
- Created campaigns highlighting rare match-worn shirts, football memorabilia and limited-stock releases.
- Developed engaging content formats designed to attract football fans and collectors.
2. Email Marketing & Automation
- Audited existing email campaigns and automations.
- Reviewed customer intake and lead capture forms.
- Worked on improving email marketing performance and customer follow-up.
- Developed promotional email campaigns connecting customers with relevant stock and offers.
3. Community Development
- Created the Iconic Collectors Club WhatsApp community.
- Built a dedicated environment for football shirt collectors and enthusiasts.
- Used the community to communicate new arrivals, encourage engagement and support customer relationships.
4. Customer Journey
- Connected Instagram content, website visits, email campaigns and WhatsApp engagement.
- Focused on moving customers from initial awareness towards enquiries, purchases and repeat engagement.
04 — Deliverables
Delivered
- Instagram content strategy and management
- Short-form video and reels
- Product photography and promotional graphics
- Branded content campaigns
- Email marketing audits
- Email automation reviews
- Customer intake and lead capture form audits
- Promotional email campaigns
- WhatsApp community creation
- Customer engagement strategy
- Digital marketing performance reporting
05 — Results & performance
Reporting period: approximately 13 August – 11 October 2026
318,491
Instagram content views
57,013
Unique Instagram viewers
+136
Net Instagram followers
774
Instagram bio link taps
+55.5%
Email-attributed revenue vs previous comparable period
150
WhatsApp community members
- During the reporting period, the Instagram account recorded 318,491 content views and 57,013 unique viewers, while gaining 136 net followers and generating 774 bio link taps.
- Email-attributed revenue increased by 55.5% compared with the preceding comparable period, alongside work reviewing email campaigns, automations and lead capture systems.
- The newly created Iconic Collectors Club grew to approximately 150 members and has contributed to customer sales.
- All Instagram content published during this period was managed by de Garis Agency.
06 — Gallery
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