Social Media Launch
Mercanti Fiorentini is a family business based in Tuscany, Italy sold worldwide and exclusively at DSW in the US. Since 1922, they have been crafting high-quality, handmade footwear.
Mercanti Fiorentini shoes are handcrafted from the finest leathers and materials. Since the brand sells exclusively through DSW, the brand needed a social presence to expand awareness and generate buzz about their high quality shoes. Current customers were already having conversations about Mercanti Fiorentini but there was no official online presence.
We created a social media presence to engage and build direct relationships with consumers. The first phase of the Mercanti Fiorentini focused on building a social presence and sharing product content on Facebook and Instagram. We shared a series of professional videos, as a way to introduce consumers to the brand.
We shared professional photography and user-generated content of men and women wearing Mercanti Fiorentini – this sparked engagement, conversations, and increased customer trust. Additionally, we encouraged users to use #MercantiFiorentini and #MyMercanti when they wore Mercanti products, allowing Mercanti fans to share their shoe experience with each other.
The second phase consisted on a three-month social digital ad campaign and placement. The campaign drove traffic to the product page and also helped the brand gain better traction and exposure on social media. It also helped increase their following on both platforms.
The third phase was an influencer campaign which targeted specific influencers in the fashion, shoe, and style industries to generate further buzz and discussions around Mercanti Fiorentini. Since their start of their social launch, Mercanti Fiorentini has over 1.2K likes on Instagram, over 670 likes on Facebook with an average weekly growth of 12 percent.
Our goal was to generate buzz about Mercanti Fiorentini and show audiences the product is classically fresh, comfortably worn, and handcrafted from the finest materials. We showed consumers Mercanti Fiorentini shoes are timeless, exceptionally durable, and stylish.