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.
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Denne historien er fra Spring 2024-utgaven av Canadian Business.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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MOVING INTO THE LIGHT
When designing its new office, Cassels wanted a brighter space for all of its employees
QUEEN OF POPS
How Leila Keshavjee turned a craving for healthy snacks into a frozen-treat empire
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During the pandemic, businesses small and large scrambled to institute or bolster wellness programs to support employees' mental health, but now evidence of their efficacy is inconclusive at best
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HOW TO WIN WITH INFLUENCER CAMPAIGNS
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