Consumer Social Media Case Study | Deichmann Shoes

Deichmann Shoes

Build up a high quality following for Deichmann’s fledgling Instagram campaign
Increased Deichmann’s Instagram following by 374% in six weeks

The Story

To rapidly build up a high quality following for Deichmann’s fledgling Instagram account, we launched #ADayInMyDeichmanns – a competition that saw us working with 40 of the UK’s top fashion bloggers.

We asked the bloggers to take a picture of their feet and upload it to Instagram using the hash tag ‘#ADayInMyDeichmanns’ and following us to win a trip to Milan.

To kick start the campaign, we engaged in a seeding programme with paid-for partnerships with five of the UK’s top fashion bloggers. Following that, we offered a pair of Deichmann shoes to a hand-picked group of 40 fashion bloggers keen to be involved. We therefore received entries into the competition from 45 highly influential fashion bloggers with huge followings, all of whom were wearing Deichmann shoes in their Instagram photos.

As a result, the campaign gathered even further momentum, with 55 more fashion bloggers and members of the public entering the competition, uploading shots in their own shoes, or in Deichmann shoes they’d bought themselves.

The Results

Reach

Reached 1.32 million Instagram users


Instagram Following

Increased Deichmann’s Instagram following by 374% in six weeks


Campaign Likes

28,858 likes for a single campaign