Client: The Original Muck Boot Company (Smithfield, RI)
Agency: Hollywood Public Relations (Scituate, MA)
Campaign: e-Commerce Launch
Duration: October 2013 - December 2013
Social media engagement and mom bloggers helped The Original Muck Boot Company, a Honeywell Safety Products brand founded in 1999, drive awareness of its new e-commerce site.
“We tasked our AOR Hollywood Public Relations [to use social media] to drive sales on our website, which was relaunching as an e-commerce site,” says Sean O'Brien, global director of retail footwear.
The campaign targeted the brand's core hunting audience and moms, who purchase women's and kids' lifestyle boots.
“Muck Boot consumers are highly engaged, particularly on Facebook, so it was a natural fit to tap into that existing audience,” says Meg Parker, account director at the agency.
“There was an education element because there are many sites using ‘muck' or ‘muck boots' in URLs that people think are the actual company site,” O'Brien says. “People trust buying from manufacturers, and we had to let them know we're selling on www.muckbootcompany.com.”Tactics
Hunting customers got to ask questions of a product expert during a live Facebook chat on October 10, 2013, from 7:00 p.m. to 8:00 p.m. when many customers are already on the brand's page.
The product expert's responses included a link to the e-commerce site and a 25% discount code good until midnight on October 11.
Four participants were randomly selected to win a pair of boots during the chat.
Three prominent mom bloggers got two pairs of boots to review (one new style for women and one new style for kids) as well as boots to give away between October 21 and 23.
Those three bloggers enlisted 45 additional bloggers to promote their giveaways. To enter, readers went to www.muckbootcompany.com to view the kids' boots, and then returned to one of the blogger's sites to note something unique about the boots. Additional entries were granted for tweets, Facebook posts, and comments on the bloggers' sites about the contest.
After each of the three main bloggers announced one winner (randomly chosen) on October 23, they instructed their audiences to visit Muck Boots' Facebook page to enter to win one final pair of boots. Participants entered by liking the page and clicking on their favorite color of the children's boots, which routed them to the e-commerce site. The winner was announced October 27 on Facebook.
Parenting and women's outdoor traditional media were pitched through the holidays.
O'Brien says sales through the holidays were triple the goal and that the e-commerce site was a key driver for the brand's holiday season success.
He also reports website traffic doubled in October compared to the previous average monthly traffic and that it's doubled every month since. Facebook is continuing to drive the majority of e-commerce traffic.
More than 800 audience questions and comments were submitted during the chat, and more than 100 promo codes were redeemed. The chat also drove nearly 600 new Facebook likes on October 10.
The blogger giveaways drew more than 3,000 entries.
Fifty-six earned placements ran in outlets such as the Ellen DeGeneres Show, Parents Magazine, and Outdoor Life.
O'Brien says the brand substantially increased its promotional budget for 2014. Plans include expansion of social media activation, events, and media relations. The team is also looking into new collaborations and sponsorships.