Keen Footwear: Ready to Recess Campaign
Portland, OR based Shoe Company, Keen Footwear needed to introduce a line of new shoes that Meredith Networks and Digital Variant helped them with. The campaign, “Ready to Recess” was an interactive campaign and Facebook app where fans of Keen and Parents Magazine interacted with the brand via a multi-phased, “Caption this” Photo Facebook contest.
The goal of the Keen “Ready to Recess” campaign was to engage with parents and increase awareness of the brand’s new line of shoes for both adults and children. Keen benefited from this customized “Ready to Recess” Facebook app being installed on the Parents Magazine Facebook page, which has well over 1 million likes, as well as their own page.
The Keen “Ready To Recess” contest was a multi-step app lasting for a total of 8 weeks and allowed users to interact with the custom Facebook app in a few different ways:
- Caption This! – Each week for 6 weeks an image was displayed with a form below it allowing users to enter the contest by entering their information and a clever caption for the weekly image. All entries were featured on the page where other users could view and vote for their fav’s.
- Weekly Finalist! – Starting in the second week, Keen chose a weekly winner, who became a finalist for the grand prize and was featured on the page, through the end of the campaign.
- Grand Prize! – Week 8 Keen chose a winner and the app featured them as well as the other 5 finalists.
This campaign kept users engaged throughout the 8 weeks, coming back each week for a chance to win one of the weekly prize packages. The more they entered, the more likely they would have the chance to square off in the final head-to-head competition with one lucky winner walking off in new pair of Keens and a $500 REI gift card in their pocket.
The Keen “Ready to Recess” campaign was insanely successful for the company. The app made it easy for users to enter the contest and interact with the brand and other entrants. This resulted in an enormous amount of shares, unpaid social impressions, and referral traffic from existing and new fans. From Meredith Networks outlets such as Parents.com and Parents.com Facebook Page, Keen Footwear’s own properties as well as the shares by users on their personal walls, the campaign resulted in a massive amount of likes, contest entries, and most importantly current and potential customers being introduced to their shoes!
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