Background:
May 4th, 2022 (aka Star Wars day) Footlocker was looking to promote the release of James Harden's 4th signature shoe to coincide with Star Wars themes.
Footlocker wanted to do something special for the Star Wars fans by giving select few an early release to purchase the signature shoe on May 4th.
The Strategy:
We looked to think outside of the box for this campaign by working with Footlocker on developing a separate landing page link and code "MAY4TH" for early access customers.
Phase 1: Before launching we utilized Meta/Instagram, Twitter, and Snapchat to target basketball fans, James harden fans, and Star Wars fans driving awareness to the code and landing page.
Phase 2: Day of launch we would retarget users reminding them to use the code for early access to purchase.
The Challenge:
While our launch of the Harden campaign was successful, our landing page crashed several times due to massive amounts of site traffic. Since this was expected by our Footlocker team we had a backup landing page URL created in order to combat this. However, the backup URL could not accurately monitor site conversions on the FL site and we would have to use Meta's conversion metrics to get a accurate count.
The Results:
Footlocker would continue to use the code tactic since it helped connect consumers who came from different demographics and they could create a new CRM audience around these people for future sales.
Meta drove the most impressions at 100MM while Snapchat drove the least at 350K. All social posts drove a +23% engagement rate, about 10% higher than benchmark.