Defacto case study

Defacto

DeFacto: Redefining Accessible Fashion for Every Lifestyle Worldwide

DeFacto is one of Turkey’s leading global fashion brands, founded in 2004 with a mission to make high-quality, stylish clothing accessible to all. Today, DeFacto operates over 500 stores and serves customers in more than 100 countries. With a portfolio of sub-brands including DeFacto KIDS, FIT, MODEST, and PLUS, the company offers fashion solutions for every age, body type, and lifestyle. Known as the pioneer of "accessible fashion," DeFacto continues to innovate with a strong focus on comfort, affordability, and self-expression. Its brand philosophy encourages people everywhere to look the way they feel inside. Influencer Management
Background

DeFacto, the global fashion retailer, sought to dominate the Egyptian fashion market with consistent influencer visibility across key seasons and occasions. With over 10 unique campaigns executed throughout the year, the goal was to blend commercial appeal with creative storytelling — keeping the brand relevant, stylish, and always in season.

What was the challenge?

  • Highly competitive fashion landscape in Egypt with constant noise from local and global brands.
  • Need to maintain year-round brand visibility across multiple seasons and occasions.
  • Challenge of creating fresh, engaging content for 10+ campaigns without losing brand consistency.
  • Requirement to drive both digital engagement and in-store traffic through influencer efforts.
  • Balancing creative storytelling with measurable performance and conversion tracking.

Objectives
  • Establish DeFacto as a top-of-mind fashion brand in Egypt across all major seasons.
  • Drive consistent influencer visibility and engagement throughout the year.
  • Increase in-store footfall and online conversions through influencer-driven traffic.
  • Build a cohesive brand image using a unified visual identity across campaigns.
  • Leverage influencers to create authentic, localized content that resonates with Egyptian consumers.
  • Measure campaign impact through reach, engagement rates, and promo code usage.
Strategy
  • Developed a year-long influencer marketing plan segmented by seasonal campaigns (Ramadan, Eid, Summer, Back to School, etc.).
  • Introduced branded campaign patches integrated into influencer content to create a distinct and consistent visual identity.
  • Partnered with top-tier Egyptian fashion influencers to ensure cultural relevance and maximum audience reach.
  • Produced a variety of content formats including short-form Reels, TikToks, static fashion grids, and interactive Stories (polls, outfit votes, swipe-ups).
  • Utilized custom discount codes for each influencer to track conversions and evaluate ROI per campaign.
  • Maintained fast-turnaround content approvals to ensure brand alignment without sacrificing content authenticity.
Execution
  • Activated over 10 influencer campaigns across a 12-month period, timed with key fashion seasons.
  • Each campaign featured a custom-designed visual patch worn or used by influencers to ensure brand cohesion.
  • Collaborated with top Egyptian fashion creators to produce localized, culturally relevant content.
  • Delivered a mix of content formats including Reels, TikTok videos, in-store styling, morning routines, and seasonal hauls.
  • Deployed Instagram Stories with interactive elements like polls, swipe-ups, and outfit voting to drive engagement.
  • Monitore
Results
  • 10+ Campaigns: Successfully executed across a 12-month period.
  • 2%+ Engagement Rate: Consistently maintained across all influencer activations.
  • 1,000+ Promo Code Redemptions: Tracked directly to influencer content performance.
  • 6M+ Reach: Achieved across top seasonal campaigns, notably Ramadan and Back to School.
Essence Adverts Drives Seasonal Influence for DeFacto

For DeFacto, Essence Adverts executed over 10 seasonal influencer campaigns across 12 months—handling everything from creator selection to creative strategy, approvals, and performance tracking. Each campaign featured custom-designed patches and involved Egypt’s top fashion influencers, producing a diverse mix of Reels, Stories, and TikToks. The strategy delivered over 6 million views and 1,000+ promo code redemptions, making DeFacto a benchmark for branded influencer content in the fashion retail space.

Aziz Alakad
Menna El Zohairy
Karim Ebied
Maram Mahmoud
Mariam Seif
Mohamed Farag
Nourhan Emad
Ramzy Mahmoud
Sarah Hany
Youssef Raslan
Ready to kick-off your growth journey?
Let's talk