Bow and Drape Moving Beyond Basic Engagement

By Shannon Williams

Bow and Drape is a small online company that sells cheeky customizable clothing, accessories, home accents, and pet accessories. The brand is all about having fun, self expression and making a statement. They are a very social media savvy brand and have used it to promote and grow their business from the start. Customers are encouraged to share their purchases and have fun with each other and the brand through use of the brands hashtag.


(Bow and Drape Instagram page)

The brand announced that they will be starting two new social initiatives on Instagram to foster even more engagement and growth. The first is the Founder Series which will be featured on Instagram Live. The brand founder, Aubrie Pagano, talking about certain topics related to the brand as well as a question and answer component. Brands generally receive the most engagement when they request feedback and opinions from their customers. Utilizing Instagram Live offers even more of an opportunity for engagement by making viewers feel like they are a part of the brand.

The other initiative will be the conducting of sample sales through Instagram stories.  The brand will post images to the story of items that are for sale this week and will be sold on a first come first serve basis. Customers will have the opportunity to engage with the brand, see behind the scenes footage, and allow customers access to exclusive discounted product.


(Screen shot of Instagram Story by Bow and Drape)

Bow and Drape relies heavily on user generated content and engagement to fuel their brand and build excitement around their products. By offering the Founder Series and the virtual sample sales they will be able to offer a more differentiated experience to their customer, as well as grow brand awareness and impact sales.

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism