Step Into Summer with Naturalizer
Campaign Overview Naturalizer’s Step Into Summer campaign engaged customers and grew the brand’s cross-platform social media presence. The twopart campaign capitalized on the power of word of mouth by utilizing share functions and incentivizing sharing. In phase one, customers repinned their favorite style from Naturalizer’s Step Into Summer Pinterest board to win a pair of shoes. In phase two, customers entered the fan-gated Step Into Summer contest to win one of five Summer Essentials prize packages. Fans could also unlock an additional giveaway and receive extra entries by sharing a unique referral link. The top three fans who secured the most referral entries each won a pair of sandals. Strategy To increase awareness of Naturalizer’s summer shoe line and drive traffic to the website, we gave our fans and followers the opportunity to choose the giveaway prize, resulting in an incentive that fans and customers were guaranteed to respond to. After generating awareness about the campaign among both current fans and non-fans, we empowered the fan base to spread the word themselves. Tactics Through targeted content for Facebook and Twitter, we reached existing Naturalizer fans and followers. To reach non-fans within Naturalizer’s target demographic, Facebook advertising targeted female consumers ages 25 and older in the United States already engaging with related style and shopping brands like Ray-Ban, essie, Nordstrom, Zappos and DSW. Results Naturalizer’s increase in Pinterest followers, Facebook fans, reach and engagement exceeded campaign goals:
Pinterest followers increased more than 1,000%, with total board followers reaching nearly 500 people. Naturalizer’s shoes received 551 repins and drove 127 visits to Naturalizer.com and an increase in sales. Facebook fans increased by more than 18% and nearly 10,000 new Likes. The sweepstakes received nearly 7,000 sign-ups, nearly half of which were from Fan referrals. Naturalizer’s Facebook page engagement increased more than 3,500% during the giveaway period.