Schott NYC Case Study

Powered by a Local Social Strategy, Brand Networks Helps Schott NYC Build Rapport, Drive Store Foot Traffic, and Boost Sales

Success Story

To drive local awareness and sales in its newest retail location in Chicago, luxury leather retailer, Schott NYC, partnered with Brand Networks to launch a hyper-local social media strategy that empowered the Chicago employees to speak directly to the local community. By taking a hyper-focused approach to audience targeting and media excellence, the campaign contributed to increased foot traffic and sales for the company’s new location.

27%lift in average weekly store traffic compared to the previous month

66%increase in average spend per visit compared to the previous month

111%increase in average weekly sales compared to the previous month

66%

111%

increase in average spend per visit compared to the previous month

increase in average weekly sales compared to the previous month

Working with Brand Networks helped us drive incremental store foot traffic, increase followers and engagement on social media, and maximize attendance at our local sales event. Their team was incredibly thorough and the technology helped us make the best use of every media dollar. Brand Networks' strategic approach, on-site implementation, and weekly follow up, set us up for a successful campaign.

Meet Schott NYC

Founded in 1913, Schott NYC’s leather, down, wool, and nylon outerwear have become synonymous with true Americana. Schott NYC is still owned and run by the third and fourth generations of the Schott family, who continue to manufacture most of their clothing in the United States. In an old brick building, the classic styles that have, and will continue to connect with the American spirit are cut and sewn by the hands of trained craftspeople.

Meet Brand Networks

Brand Networks solves the newest and toughest business challenges through purpose-built marketing technology. Since 2005, we've created marketing and advertising solutions that blend engineering and expertise to make media work across every digital touchpoint. More than 1,500 businesses such trust us to develop winning media strategies and deliver holistic brand experiences across social, display, video, connected TV and Amazon. The company is headquartered in Boston with 10 global offices..

The Goal

Build brand presence around Schott NYC’s new flagship store in Chicago.

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Jennifer Goldszer, VP, MarketingSchott NYC

The Strategy

Like any retailer trying to build visibility in a metro area, Schott NYC knew sustained success relied on connecting with the right audience close to home. To do this, Schott NYC worked with Brand Networks to activate a local social strategy that enabled employees in Chicago to bring the brand and the aspects of that store to life on social. The goal was to empower employees create great advertising content to help the company engage with the local community through paid and organic media on key digital channels.

Training: As the campaign kickoff neared, Brand Networks hosted in-house training with the company’s marketing team and its local employees to develop a content calendar that revolved around key themes and topics important to Chicago. To ensure adoption, this stage also included a transfer of knowledge around the best ways to insert Schott NYC into local Facebook, and Instagram Stories.

Organic Posting: With the campaign live, employees in Chicago posted daily updates to Facebook and Instagram that keyed on local moments, local events, relevant hashtags, and surrounding businesses to connect in an authentic way.

Paid Promotion: In tandem with the organic strategy, the Brand Networks Media Solutions team launched a series of paid campaigns. This push included engagement campaigns that focused on high-intent lookalike audiences as well as geo-targeted brand awareness campaigns based on gender, proximity, incomes, and interests.

Event Activation: Additionally, Schott NYC wanted to create buzz about an in-store event at the end of the month. To get the right people through the front door, Brand Networks launched an event-response campaign targeting consumers who had a high likelihood of attendance, and probable interest in a specialty jacket being launched exclusively at the event. The likelihood of success was catalyzed by the announcement of a new partnership with a Chicago-based leather supplier, further connecting Schott NYC to Chicago and its people.

The Results

When compared to figures from the previous month, this campaign helped drive a 27% lift in average weekly store traffic, a 66% increase in average spend per visit, and a 111% increase in average weekly sales. Additionally, the event-response campaign helped Schott NYC attract 86% more attendees than its historical average.

Looking ahead, Schott NYC plans to roll out the localized strategy to further Schott NYC stores, empowering the company to scale its local success to build connections with shoppers in every market.

Retailers serious about winning in today’s noisy world often need to find a way to gain an edge. In our experience, taking a local approach to social can provide that necessary boost to get to the front of the pack. Creating content that resonates with customers where they live, work, and play can be a gamechanger. Schott NYC is a perfect example.

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Jeremiah FrickSVP, TechnologyBrand Networks