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:
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Amplify annual holiday e-commerce promotion efforts through an integrated social-digital campaign
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Create an easy path of purchase from ASICS’ Instagram account to products on their e-commerce website
Tactics:
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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
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Utilized visual marketing suite Curalate and its shopping gallery platform, Like2Buy, to enable users to directly shop for products they view in Instagram images
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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
