Im Online-Shop von Shoes of Prey können Kunden seit einem halben Jahr per Mass Customization maßgeschneiderte Schuhe produzieren lassen:
"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."
Um den Shopping-Service zu bewerben, hat das Gründerteam im März die YouTube-Ikone Blair Fowler (Juicystar07) für ein Viral-Video verpflichtet:
"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."
Im Viral-Video für Shoes of Prey spricht Fowler unter anderem über die Vorzüge von maßgeschneiderten Schuhen und ruft YouTube-Nutzer zum Contest auf:
"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."
Die Shopbetreiber werten ihre virale YouTube-Kampagne als vollen Erfolg. Und in der Tat sind die veröffentlichten Kennzahlen beeindruckend:
"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."
Dennoch sehen sich die Shopbetreiber in ihrer Strategie - Viralmarketing über YouTube zu betreiben - voll bestätigt:
"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).
Passend dazu:
Kommentare