Written by Brad McElroy
Mercanti Fiorentini is a footwear brand based in the countryside of Tuscany, Italy. Three generations of families have been crafting shoes since 1922. Their passion for the trade is unrivaled, as well as their craftsmanship and value.
While Mercanti shoes originate in Italy, they are sold exclusively through DSW, a retailer with 500 stores in the United States and an e-commerce website. Mercanti Fiorentini challenged us to not only increase traffic to DSW’s website, specifically to Mercanti shoes, but also increase their following on Facebook and Instagram.
Eighty Three Creative developed a custom plan designed to fit both needs.
The digital plan was adjusted to increase engagement, reach, and impressions on social.
Social communication was shifted from simple product showcases to four strategic messages:
Product photography moved to Eighty Three’s in-house photography studio which worked closely with the client to understand the product and oversee consistency in how their footwear is represented. Product photography was elevated to represent this premier brand accurately and photo concepts were adjusted to highlight shoe style versatility as well as lifestyle tips.
Success was monitored through monthly and quarterly reporting, and that data was used to drive future efforts. For example, past activity helped us determine the best times to post, and we added hashtag research to align with trends and then monitor performance. In addition, we manually invited followers who engaged with our individual posts to “like” our page. And of course, we continue to optimize our campaign to changing algorithms.
As target audiences increasingly liked our post and page, Mercanti Fiorentini sent a big thumbs-up our way.