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Why Aldo’s Instagram Campaign Started Out Great But Fell Apart In The End
As brands eagerly incorporate new forms of social media into their campaign strategies, some attempts succeed, some fail, and a lucky few do both.Tel Aviv creative shop Smoyz recently launched what it’s calling “The First Ever Instagram Street Banner” for Aldo. The shoe company’s promotion was simple and very cool conceptually.
A sign with a bell was placed on the routinely busy Rothschild Street with a prompt to: 1) Stand here on our welcome mat, 2) Take a picture of your shoes on Instagram, 3) Tag your pic #Aldo, 4) Click on the space bar and write your shoe size, and 5) Ring my bell.
In concept, this is a great idea. The bell was rung 457 times, over 500 pictures were uploaded, the photos were interacted with 798,38 times, and everyone got a new pair of shoes!
So what was the downside? The pictures.
There is a huge crop of almost 500 Instagram pictures that have different types of shoes tagged as Aldo. As was the case with @yelenav22, who posted the picture above, many people who partook in the promotion didn’t take followup photos of the new shoes or provide an explanation with why the photos were taken.
Usually when a brand launches an Instagram campaign, the point is to showcase beautiful images of its product to the world at large. This campaign showcased other brands’ shoes, and to an outside they are confusingly labeled as Aldo.
Interesting post. I think you’re right — this is a great example of how companies jump into social media without thinking everything through to the end. If you don’t tie tactics back to objectives and goals, things always get muddied.
Absolutely! This is a classic example of a really good idea that just backfired, though they may have picked up a little something from the publicity
I’m beginning to notice ladies’ footwear.
hmmmm, are you feeling okay?