The global athletic footwear market is booming. Fueling this phenomenon is a powerful digital retail marketing mix that is resonating with millenials and Gen-Zers. Surrounded by rich storytelling and limited availability, exclusive sneakers are more than just products. They’re iconic symbols - coveted and sometimes worth thousands of dollars per pair on the $6 billion global sneaker resale market.
So when Selligent client AW LAB snagged the chance to co-brand an exclusive product line with Nike, one of the world’s most recognizable and beloved athletic brands, the marketing team needed to take product hype to the next level.
- Create a viral social media campaign on the level of a global market leader like Nike
- Use segmentation to reach an interested audience beyond AW LAB’s existing customer base
- Capture fresh consumer data and opt-ins to expand the targeted audience for the future
- Compile consumer data into profiles and trigger personalized marketing emails at scale
Stakes were high, but within less than twelve hours of announcing the initiative on Instagram, AW LAB collected more data from potential customers than through any single Instagram post in its history. The viral campaign also generated the highest-ever view rates, click-through rates, and click-to-open ratios.
“Our collaboration with Nike was a big success – we gained hundreds of engaged subscribers, and on top of that, all the winners selected on social media attended our big event,” said Cecilia De Marco, CRM Manager, AW LAB, “We plan on using Selligent Marketing Cloud in our standard process from now on for future social media-based campaigns with other major brands.”
So how exactly did they pull off this record-setting campaign? Download the case study below for the scoop on how AW LAB uses Selligent Marketing Cloud to boost awareness, drive footfall into stores, and create hype around on-trend products.