A major US retailer ran an influencer marketing campaign over 2014 to increase online sales during key shopping seasons. They recruited over 100 fashion influencers across various social media platforms to generate content promoting the brand and drive customers to purchase points. This resulted in over 2 million customer engagements with influencer content, 28 million brand impressions, and 66,000 contest entries over the 10-month campaign. The retailer was able to extend its brand reach and generate sales.

1. Major US Retailer
Case study –
Fashion industry
2013-2014 season

2. ©2014 Ivy Worldwide, Inc. | Confidential
©2015 Ivy Worldwide, Inc.
Executive Overview
Over 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

3. ©2015 Ivy Worldwide, Inc.
Situation
OBJECTIVES
Drive awareness and consideration in target markets
Improve lead generation and sales
Expand enrollment in customer rewards program
Demonstrate brand advocacy
STRATEGY
1. 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 endorsement
4. Drive potential customers to points of
purchase

4. ©2015 Ivy Worldwide, Inc.
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 content
ENGAGE customers
ENDORSE the brand
PROMOTE new product initiatives
LINK to sales channels
PROMPT online sales

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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
2.592
2000
0.1 1 10 100 1000
Content pieces
Engagement events
Thousands†
†Chart rendered in log scale for clarity

6. ©2015 Ivy Worldwide, Inc.
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.

7. ©2015 Ivy Worldwide, Inc.
Summer Program Overview
During 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.

8. ©2015 Ivy Worldwide, Inc.
Back-To-School Program Overview
Leading 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.