Naughty Monkey Shoes is a social media client of Wpromote. This case study outlines the success of an online contest that Wpromote created, which featured user generated content. This contest helped the Naughty Monkey Facebook fan page reach the tipping point and continuously grow organically.

1. SMO Client Case Study
Situation
A trendy women’s footwear brand, Naughty Monkey launched
in 2004 and quickly gained popularity. Sold nationwide and
featured in popular magazines like Glamour and Marie Claire,
Naughty Monkey was successful but wanted to expand their
reach – and when the brand missed out on a once-in-a-lifetime
opportunity to generate serious PR buzz, it realized it needed to
ramp up its marketing efforts.
The missed opportunity
During the 2008 elections, vice-presidential candidate Sarah Building a social media presence
Palin’s wardrobe seemed to make headlines almost daily. When An audit of Naughty Monkey’s social media presence revealed a
Palin was seen in Naughty Monkey shoes, a crowd of reporters lone MySpace page and little to no online conversation about the
arrived at the brand’s headquarters to get a story. brand. After creating Twitter and Facebook pages from scratch,
and redesigning the MySpace page to complement, we raised
Despite having the kind of buzz publicists dream of knocking brand awareness organically by reaching out to users interested
down its door, Naughty Monkey wasn't prepared to capitalize in fashion and shoes. Via tweets and Facebook ads targeting
on the wave of publicity. With no infrastructure in place to stylish women, Naughty Monkey’s networks slowly grew. Once
spread the word to consumers, Naughty Monkey saw the people were conversing about the brand, we shifted Naughty
spotlight fade before it could take action and wanted to prevent Monkey’s focus to engaging users with dynamic content,
it from happening again. open-ended questions, and timely customer service, pushing
Facebook’s feed to Twitter and Twitter’s feed to MySpace for
consistency.
"Should another situation like the Sarah Palin one arise, we feel
comfortable knowing we can reach our online audience quickly
and efficiently thanks to the help we received from Wpromote!"
- Mike Cortez,
Marketing Director, Naughty Monkey
Strategy
After the Palin incident, Naughty Monkey wanted to energize its
marketing, but wasn’t sure how. Upon considering the brand’s
goals of more sales, wider distribution, and a way to engage
with consumers, we recommended a social media focused
campaign. While a pay-per-click (PPC) campaign would have
helped sales, it would have done little to build brand awareness
on the scale needed to generate demand for Naughty Monkey
shoes - but an online contest would.
W P R O M O T E Wpromote.com | sales@wpromote.com
#1 Ranked Search Engine Marketing Firm by TopSEOs.com Toll-Free 866.977.6668 | Tel: 310.421.4844

2. SMO Client Case Study
{ {
The “Where Have Your Naughty Monkeys Been?”
contest launch 10 weeks after the contest, Naughty Monkey’s
The “Where Have Your Naughty Monkeys Been?” contest
Facebook fan base had grown by a whooping
606%, with 1,485 new fans since first launching the
launched to 230 Facebook fans and 245 Twitter followers. The
profile.
rules were simple: submit a photo of yourself in your favorite
place wearing Naughty Monkey shoes, and solicit votes on Results
submission. Contestants with the most votes advanced to the The “Where Have Your Naughty Monkeys Been?” contest was a
finals and judges selected two winners, one domestic, and one success in many ways; we established a dynamic connection
international, to receive a year’s worth of Naughty Monkey between Naughty Monkey and consumers, a real-time outlet for
shoes (1 pair per month). leveraging buzz and creating demand, and an enthusiastic army
of brand ambassadors in love with Naughty Monkey shoes and
Though the contest took place on Facebook, a contest microsite ready to tell the world. The brand’s social media profiles are
was created as well, and entries and votes submitted via either active and growing, and online awareness of the brand has
destination were synchronized using a 3rd party application. To reached an all-time high.
create excitement, the vote count was kept secret and users
were limited to voting once per day per submission. This The bigger picture
incentivized contestants to promote the contest to everyone When it comes to social media, the focus is on relationships.
they knew in a blind effort to generate the most votes. Gauging success with traditional means like numbers can be
The buzz created around the difficult, which is why we focus on benefits. Still, looking at social
contest was noteworthy, and 10 media metrics in context can infuse them with new meaning, so
weeks after the contest, to better understand Naughty Monkey’s success, let’s consider
Naughty Monkey’s Facebook fan the case of ‘Brand X.’
base had grown by a whopping
One of the top 50 brands effectively using Facebook according to
606%, with 1485 new fans
financial news site, TheBigMonkey.com, Brand X, already
since first launching the profile.
well-established online, ran a Facebook contest to 360,000 fans
and amassed 8,000 votes. Meanwhile, Naughty Monkey, who had
After the contest
almost no online presence prior to the contest, launched to less
Once contest winners were announced, we leveraged fan
than 1,000 fans and still pulled in 68,000 votes.
excitement with brand new content focused on celebrity fashion
trends and the Naughty Monkey spring line and show. Likewise, What did Naughty Monkey do that Brand X didn’t? Engage.
we continued an open-door policy regarding customer service Rather than rely on a household name to generate interest in its
solidifying Naughty Monkey’s role as a go-to online source for social media campaign, Naughty Monkey engaged users from the
everything fashion and shoes. Finally, we sustained 2-way start by reaching out to influencers and likely fans, building
conversations by staggering
relationships, and dropping hints to ensure high excitement levels
posts to give people adequate
surrounding the contest launch. It continued to attract users with
time to respond and engage
compelling content and relevant updates throughout the contest,
before hitting them with a new
and when controversy unfolded, rather than intervene, Naughty
post, maximizing the value of
Monkey let it percolate, allowing a buzz to form surrounding the
social profiles as genuine
controversy driving additional traffic to the site.
relationship-building tools.
Contest Entry - Juliet
W P R O M O T E Wpromote.com | sales@wpromote.com
#1 Ranked Search Engine Marketing Firm by TopSEOs.com Toll-Free 866.977.6668 | Tel: 310.421.4844