Creativity in Social Media

Jimmy Choo, a global luxury shoe and accessories brand, wanted to use social media to help launch their new trainer collection in May 2010.Jimmy Choo’s key aims were to; generate significant online buzz/coverage about the new trainer range, increase offline press coverage about the new trainer range, increase sales from the new trainer range, help position Jimmy Choo as creative innovators in the space of social media, increase online positive sentiment about the Jimmy Choo brand as a whole.

As most purchases from the Jimmy Choo range are made in-store, FreshNetworks recognized the needed to engage customers both offline and online simultaneously. They suggested using Foursquare to engage people online, and then encourage offline interaction with the Jimmy Choo brand through a real-time treasure hunt around London using location based clues from Foursquare. FreshNetworks specifically planned the treasure hunt route to align with Jimmy Choo’s brand values as a whole and the trainers only checked in at venues that would further build on the brand’s upscale reputation.

FreshNetworks specifically planned the treasure hunt route to align with Jimmy Choo’s brand values as a whole and the trainers only checked in at venues that would further build on the brand’s upscale reputation.