Social media case study: Jimmy Choo and Project PEP
Project PEP was a limited edition Jimmy Choo line aimed at raising money for the Elton John AIDS Foundation. It highlighted the work of the Simelela Rape Centre in Cape Town, as well as raising awareness of abuse victims in South Africa.
The centre its self was set up in 2005 with the mission of administering rape victims with the vital HIV preventative PEP medication (Post Exposure Prophylaxis) within 72hours, and then providing them with psychological, medical and legal support.
Social media agency FreshNetworks was asked by Jimmy Choo to help raise awareness of Project PEP in order to raise money for the charity. It took a careful balance of creativity and sensitivity to create a campaign that both highlighted the charitable cause in a compassionate light and resonated with the Jimmy Choo brand.
FreshNetworks came up with a unique angle that set about creating an online community centered around a photo competition themed "You, Your Shoes, and 72".
Thousands of people from 135 different countries entered the competition which had a grand prize of 7 pairs of Jimmy Choos and 2 Jimmy Choo bags.
The blogosphere was awash with buzz, with over 9,165 mentions. Over 1,600 bloggers wrote about the campaign, helping to spread online word-of-mouth. The campaign run resulted in 500 new search terms, as well as thousands of organic visits to the JimmyChoo72 community.
Overall FreshNetworks campaign generated 20 times the ROI of other forms of advertising, and the community was 4 times more effective than Facebook in driving PEP collection sales. What's more the conversion rate of people who engaged with the community was twice that of those that hadn't, helping Jimmy Choo drive sales from the Project PEP collection.