"Founded by two ex-Googlers Mike Knapp and Michael Fox the retailer is every shoe-lover’s dream; the site offers the ability to choose a design (ballet flat, pointy toe shoe, wedge etc.) You can then customize your pair of shoes with heel size, design, bows, type of leather and more. Prices range from $180 for flats to $280 for two-inch heels."
"Blair Fowler is living the American dream. She has dropped out of school so she can spend more time shopping, showing off her finds on the internet and earning a fortune for doing it. The brunette is a “haul queen,” the most influential trend-setter in a new phenomenon where young women upload home-made videos showing their “haul” from their trips to the mall."
"The average 16-year-old girl may not be able to afford bespoke shoes, but that doesn't mean that teenagers can't help promote a site that makes them. Etailer Shoes of Prey reached out to a young teenage vlogger from Tennessee to try out their product and enter her viewers into a contest to win a pair of shoes."
"The video has had over 450,000 views and more than 90,000 comments, each of which is a potential customer who has visited our site, designed a pair of shoes, then written a description of those shoes and what event they would wear it to - talk about brand engagement!
Our Google Analytics traffic graph is my new favourite image of all time: We've now had over 700,000 visits to the Shoes of Prey website, and 500,000 of those came from the campaign."
Die hohen Zugriffszahlen haben allerdings nur zu wenig Umsatz geführt:
"Unfortunately conversions is a different story as Juicystar07's audience is primarily 13-17 year old girls. They love shoes and clearly love to design shoes but we're a little out of their budget."
"Given how much Blair's followers have engaged with our site I'm sure if we were targeting 13-17 year olds sales would be going through the roof. The fact that she can more than triple our total traffic in a couple of days after 5 months of work from us shows the power of new media like YouTube."
Wann (Video-)Viralmarketing funktioniert, erklärt Mundpropaganda-Experte Martin Oetting auch beispielhaft in seiner Keynote "Der virale Faktor" von den vergangenen Live Shopping Days (siehe Video-Mitschnitt auf Vimeo).