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How Strategic First Steps Turned Into Sizeable Audience Leaps for an Italian Footwear Company

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.

The Challenge

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.

The Solution

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:

  • Educate customers on where the shoes are available
  • Provide conversational CTAs pointing to DSW
  • Showcase versatile products
  • Share styling tips to help followers stay trendy — and continually engaged

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.

Results

Facebook

  • +114% increase Click Through Rate compared to the previous period
  • Engagement rate is above the industry benchmark
  • + 98% increase in Post Reach (YoY)
  • +10.76% increase in likes (QoQ)
  • +24.72% increase in likes (YoY)
  • +10.83% increase in new followers (QoQ)
  • +23.37% increase in new followers (YoY)

Instagram

  • +6.27% increase in new followers (QoQ)
  • +26.56% increase in new followers (YoY)
  • Avg. Profile views over the past year: 1,462.13

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