The document discusses two campaigns run by FreshNetworks for Jimmy Choo. The first was a scavenger hunt on Foursquare to promote a new trainer collection which increased daily in-store sales by 33%. The second was an online community for a limited edition collection supporting charity that doubled conversion rates. It also discusses long-term strategies like maintaining Facebook fans and an ecommerce site section called "Choo Connection" to keep engagement, resulting in longer site visits and higher purchase amounts.

1. Jimmy ChooCampaign management& long-term strategy

2. The Jimmy Choo Trainer Hunt

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

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

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

6. 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.

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

8. Project PEP

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

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

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

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

13. Long-term strategic engagement

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

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

16. 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.

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

18. 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