So if there is one thing that you should know about me is that I am slightly addicted to shoes. Truth be told I dislike being a walking cliché but when it comes to this, I am a truly Sex in the City type of girl. Hence this week's post, on my favorite digital campaign, could not be on anything else but…shoes!
Jimmy Choo’s “Catch a Choo” campaign. A simplistic plain idea that turned the head of many shoe addicted women in London last year.
The idea was simple: a pair of Jimmy Choo’s trainers would check into, using Foursquare, various venues – some of the most exclusive and fashionable places in London – and all the hunters had to do is to track them down and take hold of the trainers while still checked in at that venue…and if one managed to do so, then that pair would be theirs!
But why do I find this campaign to be so appealing and indeed my favorite one so far?
Well, firstly because of the simple fact that the idea is so simple. Basically what they needed was a pair of trainers and three catchachoo profiles – on Foursquare, Facebook and Twitter.
Secondly because it had very specific goals – to 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 and increase sales from the new trainer range – and to me this is the core point of any campaign that truly wants to be successful.
And lastly, but definitely not least, this campaign is my favorite one because it achieved all its ambitions and it was indeed extremely successful.
The results? Well…“The Jimmy Choo Trainer Hunt, CatchAChoo, has been a real success in terms of achieving our key objectives for the campaign. The campaign not only generated successfully traditional offline media coverage, it also spread the online word-of-mouth about our new Jimmy Choo Trainer collection. 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
- 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 heatedly 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).
If you agree with me and want to see more on the campaign do not forget to check FreshNetworks’ website.
And please remember to always share your thoughts with me.
4 Response to What is: my favourite digital marketing creative ever and why.
Wow this is such a cool campaign I had no idea it existed! I guess I am not a real shoe-aholic after all! I like how you backed up the creative part of this post with all of the stats or results of how it was so successful. Amazing that so many news sites and social media sites commented on or were a part of this campaign! It makes me wonder who was the brains behind this creative.
Glad you liked it Cori. I missed the campaign myself - found out about it a bit too late, almost in the end of it...and to be fair, I was never really into foursquare.
Anyway, here in the blog we have some "Bonus Track" posts with some really interesting stuff - sometimes not related to the week's posts...and this week I decided to put another video on Catchachoo campaign. You should check it out as it reveals the mystery of the face behind the idea!!! :D
Why am I not surprised you picked this campaign? :) Thanks for sharing your findings though. Love it!
It's a pretty good idea. The possible reward (getting free pairs of shoes) is amazing for users - no wonder it worked so well! Especially since the reputation of the brand (and regular price of the shoes!).
And it's a great way to use the latest, trendiest social media! I know it might be sort of a stretch, but it kind of reminds me of the Yo!Sushi FB campaign launched earlier this month. Checking in is the new thing, so I guess companies should try to make the most of it and play with the concept to appeal to users!
SHOES!!!!! Love this campaign and I especially love how you made it personal and gave us a little taste of who you are and why this campaign appealed to you! Also for many of the blogs for week 5 people talked about their favourite campaigns but hardly any discussed the results of the campaign which I found so interesting about your blog! Oh and FYI whenever you want to go shoe shopping count me in- admitted shoeaholic as well x
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