Schuh Company Background

Founded in Edinburgh in 1981 (often mistakenly thought to be a German company due to their name), high street household name schuh have been mycleveragency clients since 2012. Objective

Schuh wanted to increase brand awareness across social media and raise levels of engagement with existing Facebook fans of theirs. This would mean reaching out to friends of fans and capturing email data for remarketing to potential new customers. Approach

We created the ‘Summer of Ugg’ campaign for schuh, a competition whereby Facebook users could win a trip to California / a pair of Uggs. The bespoke app we designed ticked all of the objective’s boxes:

• Fangate – Non-fans encouraged to ‘Like’ schuh’s Facebook page to enter the competition; existing fans directed to the tab as default

• App Authentication – Receipt of basic Facebook user information

• ‘Drop Your Pin’ – A fun design; entrants would embed a flag to ‘guess where the Uggs are buried’

• Entry – Entrants enter names and email addresses for remarketing

• Thank You Page – Entrants encouraged to share with friends

• Sharing App – Offered more chances to win as the user would gain an extra entry for every 10 entries through shares (image and message with call to action posted on entrant’s wall)

• Referral Incentive – Option to send app to one / multiple friends using Facebook message

Executive Summary Client:

Objective:

• Increase brand awareness • Grow engagement with existing

fans • Reach friends of existing fans • Capture email data for marketing

Solution: A bespoke competition app with a fun ‘Find the Uggs’ design element involving user interactivity, a fangate, email capture and sharing facilities

Key Learnings:

People ‘Talking About schuh’ figure went up by nearly 500%

Growing brand awareness means reaching friends of fans as well as engaging with existing users, offering equal prizes to old fans and new

Making sure the competition is fun and engaging is paramount

A fangate provides an incentive to ‘Like’ the brand on Facebook before entering the competition

The more opportunities you have to get the brand’s name about, the better – friends of fans will see that an app has been shared

Schuh on Facebook. Plentiful exposure opportunities

“We’re really happy with the campaign and the results. We’ve also been happy working with the guys in terms

of communication, timeliness and quality.” Llara Geddes, Marketing Co-ordinator – Schuh

 

 

Results

People entered at least twice on average sdgdbfg

The app was the most-visited schuh Facebook tab for the duration

Facebook fans increased by 16%, to 44,241 with constant growth over the week

Average of new ‘Likes’ during the competition went from 44 to 356 per day

Number of people ‘Talking About This’ went up by almost 500%

Number of users engaged went from 1,380 to almost 3,300

Over 65,000 tab views

The competition raised schuh’s online profile and enabled them to reach their objective of increasing brand awareness through social media as well as reaching friends of fans and capturing email data for marketing purposes.

Next Steps

Schuh were then able to spread their marketing message to even more potential customers. Their new fans would go on to receive top-level engaging daily Facebook posts as well as enjoy the opportunity to enter more competitions incorporating the platform, such as schuh’s Love What You Do.