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A New Source for Holiday Sales: Red Door Implements "Insta-Commerce" for ASICS

In the winter of 2014, ASICS America tapped Red Door Interactive to launch an integrated holiday sales campaign. Recognizing the opportunity to expand upon e-commerce efforts the brand had established in prior years, Red Door worked to implement social media and “Insta-Commerce” tactics in time for the holiday sales spike, driving new sales via the ASICS America Instagram account.

Objectives:

  • Amplify annual holiday e-commerce promotion efforts through an integrated social-digital campaign
  • Create an easy path of purchase from ASICS’ Instagram account to products on their e-commerce website
Tactics:
  • Launched the #BetterYourBESTivus campaign to promote 12 days of ASICS’ featured products across digital and social channels, involving shareable images that paired products with humorous phrases
  • Utilized visual marketing suite Curalate and its shopping gallery platform, Like2Buy, to enable users to directly shop for products they view in Instagram images
  • Implemented the #BetterYourBESTivus re-gram contest, allowing users to enter for a chance to win a $50 ASICS gift card by re-gramming an Instagram post, helping to spread the reach of the contest and holiday promotions
Results:
  • Significantly increased e-commerce holiday campaign revenue year-over-year
  • Earned coverage in PR Daily
  • Instagram via Like2Buy contributed 30% of social media conversions
  • Generated ~ 24,000 engagements on Instagram



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