HOW TO WIN WITH INFLUENCER CAMPAIGNS

Content creators are becoming an integral part of Aldo's marketing strategy

- Liza Agrba

In the fall of 2022, Montreal-based shoe retailer Aldo partnered with influencers to promote Pillow Walk-an innovative comfort-foam technology used in 80 per cent of its product lineup-through a TikTok marketing campaign. It was an unmitigated success. In the campaign's first five weeks, the brand saw video completion rates soar 785 per cent above benchmarks, with conversion rates surpassing benchmarks by more than 35 per cent and click-through rates exceeding benchmarks by 68 per cent. On the strength of those numbers, Aldo ran similar campaigns last fall and this spring. So far, the 2024 campaign has generated more than 50 million global impressions and the videos have reached 10 million views.

These numbers are partly a sign of the times—influencer marketing is a growing focal point for brands of all sizes—but the scale of its success is down to Aldo’s marketing team zeroing in on what resonates with its Millennial and Gen Z consumers.