Engage Mexico City 2015: Felipe Servin, Shoelovers

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How we built a 33 Million fans community with hyper engaged Latinas presented at Engage Mexico City 2015 by Felipe Servin from Shoelovers

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  • We’re the #1 brand on FB based on daily engagement, and we’re the #2 fashion brand based on number of fans. We have over 28M fans — bigger than well-established fashion brands. We reach over 15M uniques every day, and over 88M users on a monthly basis. All of this this has been accomplished in 1 year, with a focus on just Spanish speaking markets. But women across the world love shoes, so we’re expanding to English and Portuguese markets next. We have the biggest network of shoes lovers, and massive amounts of data, and with this, we are going to build a demand-led shoe company that is going to disrupt the industry.

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  • The old model works to gain exposure for new styles. Our styles spread virally. To illustrate the power of our viral engine, we grew our number of Facebook fans by 800% in the last year. Each new shoe that we release to our community spreads quickly, so we don’t need to pay to acquire customers.
  • Engage Mexico City 2015: Felipe Servin, Shoelovers

    1. 1. How we built a 33 Million fans community with hyper engaged Latinas
    2. 2. Our community fuels our e-commerce model
    3. 3. We’re the most engaging Facebook page in the world on every category, and we’re the #2 fashion brand based on number of fans. 33 27 24 23 23 22 19 18 15 15 15 15 0 8.5 17 25.5 34 42.5 Shoe Lovers Victoria's… Zara Nike Levis H&M Louis Vuitton Burberry Gucci Dior Macy's Chanel 33 million fans *Number in Millions of Fans
    4. 4. And we accomplished this in a year, organically 0 7,500,000 15,000,000 22,500,000 30,000,000 1/1/2014 4/1/2014 7/1/2014 10/1/2014 1/1/2015 # of fans 800% GROWTH Jan ’14 - Jan ‘15
    5. 5. Hispanic community: The next big opportunity
    6. 6. Hispanic community: The next big opportunity • $1.5 Trillion buying power • Today, 60% of Latinas are under the age of 35 years which is 33% higher than total U.S. females • Hyper connected: Mobile and Social Media • 4x more comment on Social Media* • 3x Ads Clicked while browsing*
    7. 7. How we do this day by day? Create daily content that connect with 2.5M people per post 150K likes on average Reach 20M people daily
    8. 8. 0.6 Billion times per month
    9. 9. How can I apply this?
    10. 10. Understanding Reach and Reactions Understanding Reach and Reactions Measure & Provoke This is all about passion!
    11. 11. Editorial content that engage your community
    12. 12. Create amazing content with feelings: Social currency
    13. 13. Case Study: Forever21 GOAL Demography: 20 - 32 years old 3 Models + 1 fashion influencer 10 million people reached in 48hrs
    14. 14. Connect with the Latino Community www.shoelovers.co/engage2015

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