Kendra Salvatore - Jay Chiat Case Study - 4A's Strategy Festival 2013

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Kendra Salvatore's Jay Chiat Award case study about the Cole Haan Chelsea Pump and social campaign. She is a strategist at BBH. More info at http://www.4asstrategyfestival.com/

Kendra Salvatore - Jay Chiat Case Study - 4A's Strategy Festival 2013

  1. 1. COLE HAAN! ! DON’T GO HOME CAMPAIGN! ! OCTOBER 28, 2013! 1
  2. 2. ABOUT COLE HAAN ! Trafton Cole and Eddie Haan made re-soleable shoes during the depression Bought by Nike in 1988, Cole Haan used Nike’s technology to make products more comfortable Today, the NYC-based brand takes its innovation cues from the streets of New York 2
  3. 3. CONTEXT! Cole Haan is known for conventional brown shoes, made for an older target who value comfort over style 3
  4. 4. THE GREATER GOAL! Grow the business by driving reappraisal with a younger 24-45 consumer 4
  5. 5. THE TASK! In Fall 2012, drive brand reappraisal with the launch of the Chelsea Pump 5
  6. 6. CHALLENGES! Local torture test Fashion week Limited budget 6
  7. 7. STRATEGIC INSIGHTS! AUDIENCE TRUTH" “Day to night to the next morning” 7
  8. 8. STRATEGIC INSIGHTS! AUDIENCE TRUTH" “Day to night to the next morning” PRODUCT TRUTH" Classic and made to move 8
  9. 9. STRATEGIC INSIGHTS! AUDIENCE TRUTH" “Day to night to the next morning” PRODUCT TRUTH" Classic and made to move CULTURAL TRUTH" Pumps make some women go home 9
  10. 10. THE PROPOSITION! The Chelsea Pump is made to move you through the 20-hour day, into the New York City night 10
  11. 11. THE IDEA! Encourage young New Yorkers to stay out and experience more of the night DON’T GO HOME 11
  12. 12. Play Case Study Video 12
  13. 13. HOW WE APPROACHED THE CAMPAIGN! 13
  14. 14. SOME SMALL LOCAL TACTICS ! OOH Street performances" Food trucks" 14
  15. 15. BUT KEY PRINCIPLES ENSURED ! IT WORKED MUCH HARDER! ! ! Social and media strategy at the core, not an afterthought 15
  16. 16. ENCOURAGE THEM TO STAY OUT ! EXACTLY WHEN THEY NEED IT MOST! 16
  17. 17. CONVINCE THEM TO STAY OUT ! WITH SUPERIOR RATIONALE! 17
  18. 18. LET THEM DISCOVER REASONS TO STAY OUT! 18
  19. 19. CREATE EXPERIENCES WORTH SHARING! AND STAYING OUT FOR! 19
  20. 20. CHALLENGE EACH OTHER TO STAY OUT! 20
  21. 21. SOLVE REAL NEEDS SO THEY CAN STAY OUT! 21
  22. 22. REWARD THEM FOR STAYING OUT! 22
  23. 23. SELFLESSLY HELP THEM STAY OUT! 23
  24. 24. THEN THEY WILL BE GRATEFUL! FOR YOUR ROLE IN THEIR LIVES! 24
  25. 25. SUMMARY OF CAMPAIGN LEARNINGS! Audience insight is key Be brutally realistic about what people will respond to Make sure it’s truly tied back to the product Place media and social at the core of the idea Social can dramatically increase the reach of a small out " of home campaign 25
  26. 26. RESULTS! 26
  27. 27. RESULTS:! Increased sales of the Chelsea Pump in New York City +36% to plan Drove in-store traffic in New York City, August +30%, September +14% Brand followership* increased 85% – Attracted a new influential audience typically adverse to social interaction with brands. Content engagement rate** increased 105% – Achieved goals of increased engagement and followership among a very specific target. Campaign yielded 43,766,790 social reach impressions – Social mechanics enabled the campaign to scale way beyond the impressions earned by the hyper-local OOH alone. *Channels: facebook, Twitter, Instagram, Tumblr ** Content engagement rate = social actions performed/total followers 27
  28. 28. THE CAMPAIGN DREW ATTENTION ! TO THE BRAND IN A NEW LIGHT! 28
  29. 29. ! ! ! THANK YOU! ! ! ! Partners: TH Productions – Deep Focus – PGR – Colossal Media – Unit 9 Queens: Peppermint, Sofanda, Erikatoure, Manilla 29

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