How Schott NYC Used Localized Advertising to Drive Sales and Foot Traffic
Glossy, a media brand exploring the evolution of fashion and beauty through the lens of digital and technology, wrote about how Schott NYC, the luxury leather company known for creating the iconic black leather motorcycle jacket, worked with Brand Networks to launch a local social advertising strategy.
The campaign, which ran during Q2 2019 and Q3 2019 across Facebook and Instagram aimed to boost sales and in-store foot traffic at the company’s newest retail location in Chicago, Illinois. Jennifer Goldszer, VP of marketing at Schott NYC, said, “The nature of the company is such that we are not really doing shoppable, social advertising because it is a luxury company,” said Goldszer. With price points being so high, people aren’t as likely to buy online, she said. “It’s really more about driving traffic to stores and brand awareness.”
During the initiative, Brand Networks worked with employees in Chicago to cover best practices for daily posts to its local accounts. Store employees also had access to a mobile app powered by Brand Networks that can capture images in-store and load them to the app. That connects with the company’s automation tools to make sharing the optimal creative for a designated audience easier.
Brand Networks Media Solutions team also launched a paid social media strategy that utilized Schott NYC’s data on the types of customers who had previously purchased leather jackets from the brand.
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