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Social media case study: Jimmy Choo

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Social media case study: Jimmy Choo

  1. 1. Jimmy ChooCampaign management& long-term strategy<br />
  2. 2. The Jimmy Choo Trainer Hunt<br />
  3. 3. We were asked to raise awareness and create buzz around the launch of the new Jimmy Choo trainer collection.<br />
  4. 4. As most shoe purchases are made in-store, we wanted to engage customers offline and online simultaneously.<br />The solution = A Foursquare scavenger hunt<br />
  5. 5. FreshNetworks proposal....<br />The trainers “checked in” at over 100 upscale locations around London using Foursquare – a unique use of the tool.<br />
  6. 6. In just 3 weeks, 4,500 individuals participated in the trainer hunt in a bid to “catch” the trainers <br />and win a pair for themselves.<br />
  7. 7. During the campaign daily trainer sales <br />in-store went up by 33%.<br />
  8. 8. Project PEP<br />
  9. 9. Jimmy Choo launched a limited edition collection called “Project PEP” to raise money for the Elton John AIDS Foundation.<br />
  10. 10. We created an online community, based around a photo competition, in order to raise awareness and generate sales from the collection.<br />
  11. 11. Those who engaged with the <br />Jimmy Choo 72 community had TWICE the standard <br />conversion rate.<br />
  12. 12. The Jimmy Choo 72 community also generated <br />20x the ROI of other advertising. <br />
  13. 13. Long-term strategic engagement<br />
  14. 14. Once the “buzz” from a campaign has died down, we use Facebook to ensure we don't lose contact with the audience.<br />
  15. 15. Jimmy Choo’s Facebook page has over 600,000 fans, 50% of which are active on at least a monthly basis.<br />
  16. 16. We’ve also helped Jimmy Choo maintain engagement levels through “Choo Connection” - an interactive section of their ecommerce site which contains stories, images and videos from social media.<br />
  17. 17. People who engage with Choo Connection spend 28% longer on the ecommerce site and have a higher basket value.<br />
  18. 18. As a result of using campaigns alongside a long-term engagement, we’ve helped Jimmy Choo generate positive ROI from social media.<br />Social media has increased the level of interaction with our brand and we’re very pleased that FreshNetworks’ approach has <br />helped generate real ROI.<br />Joshua Schulman, CEO, Jimmy Choo<br />

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