Social media case study: Jimmy Choo

Jimmy ChooCampaign management& long-term strategy

The Jimmy Choo Trainer Hunt

We were asked to raise awareness and create buzz around the launch of the new Jimmy Choo trainer collection.

As most shoe purchases are made in-store, we wanted to engage customers offline and online simultaneously.
The solution = A Foursquare scavenger hunt

FreshNetworks proposal....
The trainers “checked in” at over 100 upscale locations around London using Foursquare – a unique use of the tool.

In just 3 weeks, 4,500 individuals participated in the trainer hunt in a bid to “catch” the trainers
and win a pair for themselves.

During the campaign daily trainer sales
in-store went up by 33%.

Project PEP

Jimmy Choo launched a limited edition collection called “Project PEP” to raise money for the Elton John AIDS Foundation.

We created an online community, based around a photo competition, in order to raise awareness and generate sales from the collection.

Those who engaged with the
Jimmy Choo 72 community had TWICE the standard
conversion rate.

The Jimmy Choo 72 community also generated
20x the ROI of other advertising.

Long-term strategic engagement

Once the “buzz” from a campaign has died down, we use Facebook to ensure we don't lose contact with the audience.

Jimmy Choo’s Facebook page has over 600,000 fans, 50% of which are active on at least a monthly basis.

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.

People who engage with Choo Connection spend 28% longer on the ecommerce site and have a higher basket value.

As a result of using campaigns alongside a long-term engagement, we’ve helped Jimmy Choo generate positive ROI from social media.
Social media has increased the level of interaction with our brand and we’re very pleased that FreshNetworks’ approach has
helped generate real ROI.
Joshua Schulman, CEO, Jimmy Choo

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Social media case study: Jimmy Choo

by FreshNetworks on Jul 02, 2010

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Social media case study: Jimmy Choo — Presentation Transcript