Case Study

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Famous Footwear + InsightpoolDrives $93,000 in Revenue Through Social in Just a Few Weeks

Famous Footwear, a highly successful retailer of discount shoes, engaged Insightpool to address a challenge: to help further the shoe retailer’s social marketing goals. This case study details how they drove bottom-line revenue by engaging the right people at scale.

Challenge

• To better promote Famous Footwear’s deals and sales on social media

• To further engage with the most relevant consumers

• Increase bottom line revenue through social

Defining the Content

In Famous Footwear’s case, the main content was coupons. Coupons are a heavy incentive for many customers to visit and purchase from a store that they wouldn’t have visited otherwise, and often are the catalyst that helps customers decide to purchase. Famous Footwear offered 15% off coupons and buy-one-get-one deals through their social outreach campaign using Insightpool.

Finding the Relevant Customers

Using Insightpool’s platform, we identified 160,000 people who were interested in shoes, fitness, or fashion, and narrowed it down

to 950 hyper-relevant ones. This exclusive group, determined by our algorithms, were the most likely people to respond to the content. This group included those who we predicted would be interested in shoes, couponing, parenting, and fitness, or had perhaps recently tweeted about needing new shoes. Furthermore, the Insightpool platform looked at users engaging with accounts related to these topics and prospected them as users that would possibly have interest in Famous Footwear coupons.

Engaging at Scale

After targeting the right users, tweets were scheduled out to each user, starting conversations with questions like “Joanna, how would you style these kicks from our Famous Footwear exclusive styles?” and actionable suggestions like “Treat the family to new shoes, here’s a little something to get you started.” Notably, this strategy allows both ease-of-use for broad reach and the authenticity of a personal exchange. This powerful combination makes possible the results that we saw.

ResultsIn their campaigns with Insightpool, Famous Footwear drove $93,000 in a few weeks and this was the highest performing month to date with the highest redemption of coupons.

Case Study

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In addition, Famous Footwear saw a growth in their social reach by 6.5 million users, an increase of 18% from their baseline. Before they launched the Insightpool campaigns, Famous Footwear’s content was only seeing a .23% click through rate (CTR). Since then, the CTR has increased to .32%. This means that, on the whole, users found Famous Footwear’s content more relevant to their interests. In addition, users were heavily interacting with tweets with and without links: 89% of tweets received a return action, including retweets, favorites, replies, or clicks.

Results include:

• 1,600 coupon redemptions• $93K in revenue in just a few weeks from coupon • 39% increase in click through rate• 102% increase in engagement rate• 6.5M users gained in reach

Not only did the results show in the statistics, we also observed the positive reactions of the users who were engaged. For example:

Takeaways and Next Steps

By bringing the right content to hyper-relevant individuals found at scale, Insightpool furthered Famous Footwear’s goals of promoting deals and sales on social media, connecting with important users, and growing their overall presence. Famous Footwear not only gained thousands in revenue, but also grew their impressions, retweets, clicks, replies, and favorites. Insightpool helped Famous Footwear build a larger and more responsive audience, which provides continual sharing power to the company.

Ready to see ROI on your social marketing strategy?

Learn more at insightpool.com

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In their campaigns with In-sightpool, Famous Footwear saw a growth in their social reach by 6.5 million users, an increase of 18% from their baseline. Before they launched the Insightpool campaigns, Famous Foot-wear's content was only seeing a .23% click through rate (CTR). Since then, the CTR has increased to .32%. This means that, on the whole, users found Famous Footwear's content more rel-evant to their interests. In ad-dition, users were heavily in-teracting with tweets with and without links: 89% of tweets received a return action, including retweets, favorites, replies, or clicks.

Results

FAMOUS FOOTWEAR CASE STUDY

1,600

$93K

39%

102%

6.5M

77.9K

Twitter CouponRedemptions

in revenue fromTwitter coupon

increase in clickthrough rate

increase inengagement rate

users gainedin reach

impressions of tweets from IP

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Reach: Size of the network of followers1

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