To reach new and non customers/followers via influencers with a large reach on our priority social channel.
To engage with influencers in a thoughtful way – letting them be themselves, while still delivering something interesting and meaningful for DSW.
To surprise & delight our fans during a busy & cluttered holiday season with a new & fresh take on gift giving.
To build off of the momentum and popularity the Converse Chuck Taylor Made By You campaign while associating DSW with this iconic brand.
Sometimes a pair of shoes is more than a pair of shoes. When it comes to Chucks, they can also be a work of art. DSW partnered with 5 Instagram influencers to create a series of 12 customized Chucks during the holiday season with the intent of giving they away to fans. Each of the 5 influencers created 2 or 3 pairs each…creating artwork on each shoe that reflected their personal style & aesthetic. It was simple. All you had to do was "heart" or comment for a chance to win the custom work of art.
Each influencer posted pictures of their shoes on their own Instagram handles and either directed followers to the DSW handle for a chance to win or gave away the shoes to one of their own followers. In addition a few of the influencers created shoes for an influential friend they admire – like @MarkHoppus and @abeautifulmess to spread the love even farther. The 5 influencers (@yoyoha, @theawkwardyeti, @tuesdaybassen, @samlarson & @gemmacorrell ) spanned a variety of genres, audiences and locations providing DSW with access to new and engaged audiences.
The 12 Days of Converse campaign drove 3 million impressions for the brand and over 100k engagements all for less than $15k with no paid media support. To break down the results in more detail: