Objective:

Lucchese Boot Co. already had a robust marketing strategy of print, billboards and a websites, but wanted a more interactive way to engage their customers as they launched Diva, a new collection of limited edition designer boots for women.

Lucchese Boot Company has a rich history and tradition for unparalleled quality. Established in 1883 in San Antonio, Texas by Sam Lucchese Sr. as a family owned business, the company is now a privately owned entity. To this day, Lucchese uses only the finest grade of leathers and skins to create boots with unprecedented fit and comfort. Each pair is hand-inspected twice to insure that they meet exacting standards and are allowed to carry the Lucchese name.

lucchese.com/facebook

twitter.com/LuccheseBootCo

stantonstreet.com

Social Marketing: Lucchese Boots

Approach:

Design and create Lucchese Facebook/Twitter Profiles. Send an automatic welcome message to Facebook Fans and

Twitter Followers Encourage interaction on Facebook and Twitter and manage

timely responses. Capture of customer email addresses. Create a Diva Splash Page. Add Facebook/Twitter links on Lucchese Website. Create and Manage Facebook/Twitter customer con-

tests/giveaways.

Challenges:

Build a customer base for Diva boots before the line actually launches without actually revealing the product.

Results:

Stanton Street created an internet marketing campaign that gathered a crowd of Lucchese boot customers to build anticipation for the upcoming launch of the Diva collection. This was accomplished by creating Facebook and Twitter profiles that mirrored the look and feel of the Lucchese website. Followers and fans were essentially given a “back stage pass” to the launch of the new Diva line and Diva website splash page. Once on the splash page, which didn’t actually reveal the boots, users were encouraged to provide their email address to win prizes and have exclusive rights to be the first to see the new designer boots once the full website and line launched. Buzz about Diva ensued. With Stanton Street’s help on this campaign, Lucchese’s venture into social media began and still continues to market all Lucchese collections as well as reinforced brand recognition.