Case Study: Gaining credibility and reach with online influencers
Challenge: Develop and project-manage a full-service blogger campaign highlighting the evolution from endemic equestrian footwear to the introduction of a lifestyle collection.
Goals: The brand directed goals to including increasing brand awareness among the national fashion/lifestyle blogger community, establishing favorable opinions of Ariat as a fashion footwear brand, and supporting referral traffic to a point of sale on Ariat.com
Tactics: By creating a two-tier outreach approach, both mass and aspirational bloggers were engaged. We Leveraged the networks of fashion/lifestyle blogs and the associated social communities across the country to tell a third party story of Ariat’s heritage and authority in the equestrian community and the applicable style and comfort that is now seen 20 years later in the latest lifestyle footwear offering. By working with third parties to create content surrounding the new fashion-focused product, Ariat earns credibility and expands reach into new non-endemic communities.
Results: Ariat reached almost 4 million users via blog content and combined social media outreach, exceptionally accomplishing the #1 goal of brand awareness among the new fashion-focused audience. Overall sentiment was very positive as captured on social media channels and participant blogger comments achieving, #2 goal of positive brand association. Bloggers posted multiple direct links directly to a product page at Ariat.com supported goal #3 of driving to a POS.