Ivy Worldwide ~ Major U.S. Retailer Case Study

Major US RetailerCase study –Fashion industry 2013-2014 season

©2014 Ivy Worldwide, Inc. | Confidential©2015 Ivy Worldwide, Inc.

Executive OverviewOver the course of 2014, our client – a major US-based footwear retailer with significant online and offline presence – sought to increase online sales during key shopping seasons via a sustained influencer marketing campaign.

As a result, the company was able to:

• Extend its brand presence to key new markets

• Achieve 28.3M brand impressions• Generate 2M audience

engagements with influencers’ content about the brand

• Engage customers via 66K contest entries

©2015 Ivy Worldwide, Inc.

Situation OBJECTIVESDrive awareness and consideration in target marketsImprove lead generation and salesExpand enrollment in customer rewards programDemonstrate brand advocacy

STRATEGY1. Carefully select influential third parties

based on readership reach, audience demographic and inclination toward brand

2. Provoke their creation of high-quality content that is relevant to audience and brand

3. Prompt their brand endorsement4. Drive potential customers to points of

purchase


Action Recruited were 126 INFLUENTIAL PERSONALITIES with a wide array of content channels and demonstrated fashion credibility. Influencer content platforms were then employed to:

GENERATE contentENGAGE customersENDORSE the brandPROMOTE new product initiativesLINK to sales channelsPROMPT online sales


Results

Cumulative program results for 10-month campaign:

• 2592 content pieces bearing third-party endorsement

• 2M customer engagements*

• 28.3M brand impressions**

• >66K contest entries

• 100% positive/neutral tonality

*Customer engagements represent audience’s sharing activity (e.g., likes, comments, etc.)**Brand impressions denotes total measurable audience

Content pieces

Engagement events

100 1000 10000 100000 1000000

2592

2000000

†Chart rendered in log scale for clarity


Holiday Program Overview

During the critical Holiday 2013 shopping season, 49 influential bloggers each published product reviews in tandem with giveaway contests of their own concept and execution.

Each site owner was provided 1 pair of shoes for review. They then gave away 5 pairs of shoes in a manner of their choosing.


Summer Program OverviewDuring the 2014 spring-to-summer transition, 18 highly influential bloggers employed their third-party endorsement to reach an audience of >2.3M readers, followers and subscribers.

These influencers each designed and operated their own “Pin-to-Win” contest, centered on Pinterest and including various other social channels.


Back-To-School Program OverviewLeading up to the 2014 back-to-school shopping season, 20 bloggers and YouTube personalities reaching over 7.7M monthly unique audience members demonstrated their own back-to-class style.

Fan-driven sharing through an Instagram photo contest further amplified influencer content.

An offline element consisted of 39 influential bloggers hosting local in-store events.

Ivy Worldwide ~ Major U.S. Retailer Case Study

Marketing

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