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CASE STUDY

SocialCode, Michael Kors Drive 111% Higher Return on Ad Spend During Fashion Week

September 20, 2017

Results

  • 2.6xyear-over-year increase in return on ad spend
  • 111%increase in attributed ad spend
  • 14.3Mpeople reached
“We know our fans love to see what their favorite fashion influencers are wearing front-row at our New York Fashion Week runaway show. We are excited to partner with Facebook to create a unique and inspiring shopping experience that allows them to seamlessly shop their favorite looks from their style icons, on the mobile platform they love most.” -Michael Kors Marketing

Objective

The luxury American fashion retailer wanted to drive online sales for its fall 2017 collection during New York Fashion Week.

Strategy

Michael Kors partnered with influential fashion bloggers and SocialCode to inspire fans and enable them to shop for what they saw front row during its runway show, directly from Facebook. During the show, four notable influencers posted front-row and behind-the-scenes footage on Instagram. To capitalize on the excitement after Fashion Week, SocialCode promoted a combination of collection, carousel and link ads on Facebook, taking people directly to the Michael Kors website, where they could seamlessly shop the looks that the influencers sported at the show.

Products / Tools Used

  • Influencer marketing
  • Organic Instagram shopping post
  • Carousel Ads
  • Collection Ads
  • Link Ads
  • Conversion Tracking
  • Custom Audiences
  • Lookalike Audiences