Nike, Sterling & Hyde find social success on Facebook

“Having a strong community is invaluable,” according to IE Agency's Dean Flynn.

A billboard at Nike's recent 10k run in Sydney displayed participants' Facebook profiles as they ran by. Credit: Nike
A billboard at Nike's recent 10k run in Sydney displayed participants' Facebook profiles as they ran by. Credit: Nike

Recent Facebook campaigns by Nike and handbag website Sterling & Hyde engaged customers and generated significant buzz for their brands, according to speakers at the MagentoLive conference.

Nike combined Facebook and RFID technology to engage runners at a Nike-sponsored 10k night run in Sydney this past May, according to Dean Flynn, program director of IE Agency, which ran the campaign for Nike.

Sterling & Hyde, a much smaller business, made $7000 in three hours with a Facebook campaign aimed at boosting customer engagement, according to the small business’s owner, Amy Singe.

“Having a strong community is invaluable,” said Flynn. “If you have a community that is engaged with your product, they will do amazing things for you.”

Also read: Google+ finding its feet with businesses

For the Nike campaign, IE Agency posted digital video signs on the track that displayed Facebook profile images of runners and supportive comments from their friends as they crossed various targets on the track. Runners received their final results minutes after crossing the finish line.

The system worked by tracking runners' locations using RFID chips on their shoes and combining the information with data from their Facebook profiles, said Flynn.

The campaign generated 3 million Facebook story impressions, with 700,000 coming on the night of the race, Flynn said. It also resulted in 3000 Instagram shares, he said.

While a campaign like Nike’s required large spending, Sterling & Hyde pulled off an effective Facebook campaign without spending any money.

While driving to work, Singe thought up a compelling Facebook promotion — users could get 50 per cent off any handbag if they agreed to post a customer review and a photograph of themselves holding the bag.

The small independent retailer would make 50 bags available under the promotion on a first-come, first-serve basis. Sterling & Hyde did not pay for ads on Facebook but simply posted the deal to its page.

“We sold out,” she said.

Three-quarters of the sales were new customers and 40 per cent of that number have since become repeat customers, she said. In addition, 20 per cent have referred new customers, she said.

Because the store discounted bags that had high price margins and paid nothing to Facebook, the cost per acquisition was zero, she said.

While Singe admitted she was initially concerned that some customers might grab the deal and run, without posting a review, no such problem arose. She attributed that in part to the brand loyalty her site has generated—customers felt obligated to keep their end of the bargain.

All 50 of the participants posted customer reviews on the website and 10 per cent blogged about the product they received, she said. Those reviews have made a difference, with the retailer seeing a 15 per cent uptick in conversion rate for products with customer reviews, she said.

Singe believes the promotion worked so well because it was targeted. “We worked really hard to have a small, really engaged audience on Facebook,” she said.

“It generated a lot of buzz. It was something that was new. It was something that was innovative.”

Follow Adam Bender on Twitter: @WatchAdam

Follow Computerworld Australia on Twitter: @ComputerworldAU, or take part in the Computerworld conversation on LinkedIn: Computerworld Australia

Join the newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in