LARGEST FOOTWEAR RETAILER IN SOUTHERN AFRICA
Tekkie Town, the largest and most renowned footwear retailer in the country, realised that they have loyal customers seeking “great brands at great prices” but need to connect on an emotional and online level with their customers to build a deeper relationship.
Being in the fashion retail industry that is flush with options, we needed to find a solution that was unique to our brand and the industry, but also demonstrated a true understanding of our audience to be able to re-ignite that deeper connection.
So, we created a campaign that spoke to a human truth, which is that everyone is unique. We all experience, live and love differently and no matter what you do, you do it your way, leaving your unique footprint behind.
Our #WALKYOURWAY call-to-action not only gave our customers an opportunity to truly embrace and express themselves, but it also gave them a sense of cultural belonging and it stood for something far greater than any other campaign the brand had ever done before.
We tapped into a strong cultural expression which delivered our message across multiple platforms and what better way to express yourself than through music and dance?
Using this as the basis of the campaign, we created a brand video which encapsulated our different audiences, and accompanied this with a global award winning song (South Africa’s summer song of 2019) that resonated across the board.
We then engaged with our audience and encouraged them to take part in our #WalkYouWay online competition where they could stand a chance of winning a R5000 voucher to spend in-store. The results were outstanding as not only did we see an instant increase in our following, our audience started to really engage by sharing what the #WalkYourWay really means to them.
With a social media advertising budget 35% less than hoola’s predecessor, we managed to yield increases in results ranging from 98%-544% times the original performance benchmarks.
Results (August 2019 – November 2019)
Coverage / Reach:
Facebook: 22 504 299 (98% increase)
Instagram: 13 190 000 (544% increase)
Twitter: 1 287 300 (358% increase)
6 845 competition entries
422 427 new page likes / followers (136% increase)
508 063 brand video views
3 314 332 engagement (345% increase)
195 954 web sessions from 0
161 715 web users from 0
Throughout this campaign, Tekkie Town were able to reach new heights as a brand, and successfully created a memorable campaign that delivered the brand's ethos whilst gaining a deeper relationship with their audience.
Sometimes, it’s not about overdramatising the idea and breaking the mould, but rather about keeping it simple and executing the basics very well, which is what we did in this case.
Music is a universal language and not only did we resonate with our audience in terms of messaging, it was the fact that we were able to deliver our message using a powerful song by Master KG called Skeleton Move. The song had all the right feels – the lyrics of the song were aspirational “No matter where you go, the road will lead you home”, which allowed us to encourage our users to #WalkYourWay no matter the road, and to top it all off, it resonated with a life beyond this campaign.