Influencer Marketing Campaigns
- In the past four to five years, Sorel has partnered with various entities in order to implement influencer marketing campaigns to promote its products to consumers aged 18 to 34 years old. Notably, the company partnered with HelloSociety, an influencer marketing firm with over 1,500 influencers, to create awareness for Sorel's Fall 2017 collection and its theme, 'Rain or Shine.' During the campaign, the team used two separate influencers, namely the fashion bloggers Stephanie Liu and Cortney Halverson, to exhibit ways to style boots and sandals from Sorel for different weather conditions.
- The two influencers traveled to different areas of the United States, including Los Angeles, Seattle, Charleston, and Austin, to showcase Sorel's products. The campaign also involved the use of program content such as five videos (shot by HelloStudio) from each of the listed cities that were 15-30 seconds in length, blogs from the two ladies, and Instagram posts and stories. Also, the program content was bolstered through Sorel's official social accounts.
- This particular influencer campaign resulted in a remarkable 333% increase in engagement delivery. Additionally, it led to a 63% higher average engagement rate when compared to the HS Women's Fashion benchmark.
- Another influencer marketing effort was employed for Sorel's #LIVETODEFY campaign, in which it partnered with Claire Oring who provided project management and art direction. Claire Oring not only helped craft four videos displaying the company's fall line, but she also did the stop-motion and photography for it.
- For the shoot, eight different influencers were chosen, with each of them selecting "a word to describe how they "Live To Defy" convention." Some of the influencers included Gabi Fresh, Blake Von D, Ellen V Lora, Jade Melissa, etc. Photos from the shoot were reposted on Sorel's social media accounts, such as Twitter, Facebook, and Instagram, along with text providing the influencers' Instagram account usernames.
- For several years, Sorel has worked with the travel blog influencer @localwanderer, who has more than 61,300 followers on Instagram and regularly posts seasonal content from Sorel. Sorel also sponsors trips for the Local Wanderer, such as a trip to Greece, where the influencer mad sponsored posts for the brand. Some of the Local Wanderer's most engaging posts for the year 2018 were posts sponsored by Sorel.
- The videos and photographs from the campaigns mentioned above are available on the Style One DestinationSorel and Sorel Live To Defy web pages and in the attached Google doc.
Digital Advertising
- Sorel frequently engages in digital advertising to attract consumers aged 18 to 34 in the United States. The company usually uses print and social media to promote its footwear products.
- Sorel uses a program provided by Shazaam that allows customers to scan one of their print advertisements and redirects them to a certain link where the customer can place an inserted plastic prism upon their screen and view hologram pictures of shoes from Sorel. This feature enables consumers to obtain a more comprehensive 3-D view of footwear without visiting one of the company's locations.
- Furthermore, Sorel includes a "Pin It" button from Pinterest for all of the offerings highlighted through the company's newsletters that go out to e-mail subscribers. The company heavily utilizes its official Instagram page (@sorelfootwear) to promote its products to consumers, with several shots of women, including celebrities such as Gabrielle Union, modeling their shoes.
- The use of social media appears to attract attention, as several of Sorel's Instagram posts have eclipsed 4,000, 5,000, and 6,000 likes. Moreover, Sorel's Instagram page has over 277,000 followers.
- Screenshots of the company's use of social media and digital advertising to reach 18 to 34-year-olds are available in the attached Google doc.