When a new business opens, marketers typically break out the “Grand Opening” sign and try to drum up some media attention for the big day.
When Off Broadway Shoes was set to open a new store in Tennessee, the brand did more than reach out to the local news channels – they turned to social influencers, too.
The company reached out to several bloggers and local social media celebrities to get the word out. The result was a full-scale campaign that encouraged people to browse their selection of can’t-resist shoes via blogs, Instagram and Facebook.
Here’s what made this campaign successful:
A cool giveaway
Off Broadway Shoes asked the influencers to mention its two $100 gift card giveaways and provide a link to enter the contest.
Typically, when a company works with an influencer, they write an article about the business or product and include pictures. Here, the mention of the giveaway ups the ante.
Here’s an example of a sponsored post from a Nashville blogger who created a great write up about the new store, mentioned hot deals, showcased pictures from inside the new store and even talked about the shoes that she purchased. Then, at the end of the post, readers can click on a link to enter the gift card giveaway.
Lots of comments
Several of the sponsored blog posts generated dozens of comments. It’s clear that Off Broadway Shoes researched the blogs and followings of the influencers before selecting them to promote the grand opening.
Plus, both sites make it easy for readers to leave comments, which is also a contributing factor when selecting influencers for a campaign.
The comments on this sponsored post talk about everything from specific sandals to what women look for when shopping for summer shoes.
The comments keep coming in for more than a week, which is great for Off Broadway Shoes. It keeps the topic relevant for days, and creates a buzz that could encourage people to go check out the store in person.
Unique, persuasive perspectives
With each sponsored post, the readers are given a unique perspective. Each post goes beyond the grand opening of a new store, and offers relatable content that potential Off Broadway Shoes customers can gravitate toward.
By offering opinions and feedback, the bloggers create a word of mouth campaign for the shoe company. Research shows 88 percent of consumers trust word of mouth recommendations, so when a blogger talks about the comfort of a new gladiator sandal, readers take notice.
The reason so many companies are using sponsored social campaigns like this is because of its subtle way of advertising. It’s not an “in your face ad” on TV; it’s a fun, digestible piece of content from a blogger whose readers trust them.
