Over the greater part of the last year we had the opportunity to develop and execute social marketing strategy for a major US-based fashion footwear retailer. The company (which is keeping a low profile and therefore isn’t being named here) pursued various strategic goals over the course of our engagement, among them extending its brand presence in key new local markets, increasing online visits and sales, and expanding membership in their customer loyalty program.
The programs we devised and implemented to accomplish these goals varied in nature, but all of them involved engaging and enfranchising influential third-party social voices in the US fashion sphere. Our goal in working with these influencers was to prompt their generation and sharing of content that bore their endorsement of the products in question and retailer brand overall. This third-party content ultimately served to captivate audience members’ attention and compelled those readers, fans and followers to take action.
Over the course of 10 months’ time we worked with 126 different site owners via 3 different selling seasons: Holiday 2013, Summer 2014 and Back-to-School 2014. In some cases the influencers utilized Pinterest and other social media platforms to share and promote their content; in others, activity centered around real-world events such as in-store meet-and-greets and customer appreciation promotions.
In the end, these programs delivered results on all fronts, including better than 20% increase in new-customer acquisition. Additionally, the client was able to avail itself of more than 2500 pieces of user-generated content bearing endorsement of their brand. This customer content was employed in the company’s owned content channels to demonstrate brand preference, while lowering the cost of owned-content creation in the process.
The case is published on our website (below) and also on slideshare.net for your review. And we of course welcome your comments as well!