HEELS.COM &POLYVORE
CAMPAIGN CASE STUDY
HEELS.COM & POLYVORE Polyvore Drives More Traffic to Heels.com Over All Social Networks
CAMPAIGN GOALS • Increase sales • Increase referral traffic • Secure new, high-quality customers
SOLUTION ORGANIC: Brand-created Sets distributed on Polyvore, Blog and other social channels PROMOTED PRODUCTS: Always-on participation in Shop continued through the Holiday season
INCREASED DISTRIBUTION & NEW CUSTOMERS: • Product shares both on and off Polyvore increased 62% in Q4 2013 vs. same quarter last year • 63% of referral visits from Promoted Products program were from new customers
PUMPED UP TRAFFIC AVERAGE SHARE OF TRAFFIC
AVERAGE SHARE OF SALES
2%
1%
3%
2%
8%
5%
7%
7%
80%
85%
Polyvore is more vital to our organization than all of the other social networks combined. Polyvore shoppers have a much higher lifetime value and better on-site engagement than typical visitors. —AUSTIN CALDWELL HEELS.COM MARKETING DIRECTOR
HEELS.COM & POLYVORE Polyvore Drives More Traffic to Heels.com Over All Social Networks
CAMPAIGN GOALS • Increase sales • Increase referral traffic • Secure new, high-quality customers
SOLUTION ORGANIC: Brand-created Sets distributed on Polyvore, Blog and other social channels PROMOTED PRODUCTS: Always-on participation in Shop continued through the Holiday season
INCREASED DISTRIBUTION & NEW CUSTOMERS: • Product shares both on and off Polyvore increased 62% in Q4 2013 vs. same quarter last year • 63% of referral visits from Promoted Products program were from new customers
PUMPED UP TRAFFIC AVERAGE SHARE OF TRAFFIC
AVERAGE SHARE OF SALES
2%
1%
3%
2%
8%
5%
7%
7%
80%
85%
Polyvore is more vital to our organization than all of the other social networks combined. Polyvore shoppers have a much higher lifetime value and better on-site engagement than typical visitors. —AUSTIN CALDWELL HEELS.COM MARKETING DIRECTOR
