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Case Study: Jimmy Choo @CatchAChoo Campaign
Submitted by Macala Wright on 05/26/2010 – 6:17 AM3 Comments | 4,031 views
A few mornings ago, the hashtag #freshnetworks caught my attention.
Matt Rhodes and Fresh Networks, the digital agency who implemented and executed Jimmy Choo’s CatchAChoo Campaign, were discussing their insights and strategy.
Fresh Networks said the Jimmy Choo campaign was based on solid, but simple engagement strategy.
The goal of the campaign was to use Foursquare to generate online conversations about the Jimmy Choo sneakers and to make people buy them.
Increased Foot Traffic, Retail Sales and Statistics = Successful Campaign
Here are some of the statistics:
- After @CatchAChoo was covered by The Evening Standard, sales of the sneakers in-store increased by 33%.
- @CatchAChoo campaign increased positive mentions about Jimmy Choo online by 40%.
- @CatchAChoo was spread from Foursquare, Twitter and Facebook; followers would find them at prestigious venues that fit with brand.
- 1 in 17 people in London were chasing Jimmy Choo around London! There were 111 checks in 4 weeks, 4,ooo mentions on Twitter! It amounted to 4,000 online participants across Facebook, Twitter and Foursquare.
- The key insight that made this campaign a success was that Choo realized that 90% of Word of Mouth conversations were happening offline. They had to keep the strategy simple, as simple is easily forgotten these days.
- Jimmy Choo sales saw great positive uplift from all the online and offline PR from the @CatchAChoo campaign!
Overall, this was a fantastic case study. As Clare Rayner said, it presented “direct KPI measurement from social media, e.g. increased footfall and sales.” What’s also impressive from this campaign is that it also built brand partnerships to reward those that missed out, “creating a complete experience.” Choo has also stressed that the shoe hunt was not meant just to create buzz around the campaign; there is a long-term strategy behind it.
Four Steps to Building a Successful Social Media Strategy
A four step guide to building social media strategy by Matt Rhodes via Fresh Networks:
- Understand what people are saying – Before you start any social media strategy you need to know who is talking, where they are talking and what they are talking about. This is an important step as it allows you to identify the needs of the people you are engaging with and how you should go about approaching them.
- Know what you are trying to achieve – Matt used an appropriate analogy to sum up this point: “if you were going to the moon you would have a solid reason for doing so! You would just invest all your time and resources doing it for no reason”. Social media it is not as grand as flying to the moon, but it does follow similar logic. If you’re going to be invest time and resources, have a clear strategy of what you want to achieve and how you will measure this.
- Experiment – Social media tools are changing all the time so using your initial insight from step 1. Keep your aims in mind but try different things out. There are no right or wrong ways to use different tools; it all depends on your audience and your business so try different things out until you are meeting your aims.
- Ruthlessly measure the impact you are having – This is the most important stage. All your interactions, however they are being undertaken, should meet the aims of your initial strategy. Regular reporting will allow you to have a diverse strategy and understand what is working well (and what isn’t) so you can change your tactics to make them more beneficial to the business.
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Macala -
Awesome update! Question though – In point #5, how did Jimmy Choo come to the key insight that 90% of the success was from word of mouth? Did they track how many mentions they received in blog posts as well as on the social networking sites and then based it off of page views? Or is it an assumption based on the increase in store foot traffic?
Thanks for posting Matt Rhodes simple strategy. I often feel that many brands forget to come back to their strategy and objectives and get too boggled down in the tactics and execution. Those four basic steps are quick and easy reminders. Also, cant stress enough to everyone how important “testing” tactics really is. Each tactic could have a different response rate than the other depending on that tactic's reach and demographic. Wonderfully good tips!
@ttrujillo
Tammy, I'll ask Matt to answer this form you. Look for a response soon.
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