Social media case study: The Jimmy Choo Trainer Hunt
Jimmy Choo, a global luxury shoe and accessories brand, wanted to use social media to get people talking about their brand and their new trainer collection which was set to launch in May 2010 in the UK.
Jimmy Choo's key aims
- Generate significant online buzz/coverage about the new trainer collection
- Get people talking about the new trainer range online and offline
- Encourage interaction with the Jimmy Choo brand
- Increase offline press coverage about the new trainer range
- Increase online positive sentiment, and positive mentions, about the Jimmy Choo brand as a whole
- Increase sales from the new trainer range
In order to achieve this, FreshNetworks recognized the needed to engage customers both offline and online simultaneously. They suggested the best way to engage customers online was to use Foursquare but then encourage them to interact with the Jimmy Choo brand offline through a real-time treasure hunt where people had to physically chase a pair of the trainers around the city of London using the location based clues from Foursquare.
As FreshNetworks had already helped Jimmy Choo develop their Twitter and Facebook following, FreshNetworks also wanted to engage with existing followers of Jimmy Choo on Facebook and Twitter alongside Foursquare in order to increase online conversations about the brand and the trainers.
To enable people to track and follow the trainers FreshNetworks set up profiles, under the name of "catchachoo", on Foursquare, Twitter and Facebook.
A member of the FreshNetworks team "checked in" the trainers at fashionable hangouts around the city using Foursquare and sent out real-time updates about their whereabouts on the catchachoo Foursquare, Facebook and Twitter profiles. Whoever reached the venue in time to catch the trainers would win a pair of trainers in their size.
The hunt lasted for almost three weeks until the trainers were finally caught by a lucky winner in Covent Garden. With only one winner, FreshNetworks advised Jimmy Choo to host an in-store event for the rest of the "catchachoo" followers to further deepen the bond they have formed with the brand.
FreshNetworks reached out to and engaged with existing Jimmy Choo advocates and influential fashion bloggers to spread awareness about the trainer hunt and to increase online coverage about the new trainer range.
FreshNetworks used social media monitoring tools to assess Jimmy Choo's presence online and to see what was being said about the launch of the new trainers prior to the launch of the trainer hunt campaign, during the campaign and after the campaign in order to measure the impact of campaign on public opinion and conversations about the Jimmy Choo brand.
- 4,000 individuals participated in the Jimmy Choo trainer hunt on Foursquare, Twitter and Facebook in just under 3 weeks.
- The competition details were viewed on Facebook 285,000 times.
- The campaign was mentioned over 4,000 times on Twitter.
- 1 in 17 of all users of Foursquare in London were following the Jimmy Choo trainer hunt online.
- 250 different blogs covered the Jimmy Choo trainer hunt.
- The Jimmy Choo trainer hunt was covered by Reuters, The Evening Standard, PR Week, Marketing magazine, Vogue, The Irish Daily Mail and Brand Republic to name but a few press and magazine titles.
- The Jimmy Choo trainer hunt was the most clicked on story on PR Week's news site and the second most clicked on story on Marketing's news area during the week the story was published.
- Daily trainer sales in-store went up 33% after The Evening Standard covered The Jimmy Choo trainer hunt.
- Influential social media blog Mashable covered the Jimmy Choo trainer hunt because of the unique use of Foursquare and the fact that a luxury brand had engaged whole heartedly with social media, helping to spread word-of-mouth about the new trainers among a new audience.
- Positive mentions of the Jimmy Choo brand increased by almost 40% as a result of the campaign (measurements taken between 19th April - 6th May).
We have been pleased at how it has increased the level of interaction with our brand, and with trainer sales in-store increasing as a direct result of the campaign, we are very pleased that FreshNetworks' strategic approach has helped generate real ROI."
Joshua Schulman, CEO of Jimmy Choo