Mercanti Fiorentini
How some strategic first steps turned into sizable audience leaps for an Italian footwear company.
Mercanti Fiorentini is a footwear brand based in the countryside of Tuscany, Italy. Three generations of families have been crafting shoes since 1922. Their passion for the trade is unrivaled, as well as their craftsmanship and value.
The Challenge
While Mercanti shoes originate in Italy, they are sold exclusively through DSW, a retailer with 500 stores in the United States and an e-commerce website. Mercanti Fiorentini challenged us to not only increase traffic to DSW’s website, specifically to Mercanti shoes, but also increase their following on Facebook and Instagram.
The Solution
We developed a custom plan designed to fit both needs. The digital plan was adjusted to increase engagement, reach, and impressions on social. Social communication was shifted from simple product showcases to a new plan consisting of four strategic messages:
- Provide conversational CTAs pointing to DSW
- Showcase versatile products
- Share styling tips to help followers stay trendy — and continually engaged
- Create and promote engagement events and giveaways
Success was monitored through monthly and quarterly reporting, and that data was used to drive future efforts. For example, past activity helped us determine the best times to post, and we added hashtag research to align with trends and then monitor performance.
In addition, we manually invited followers who engaged with our individual posts to “like” our page. And of course, we continued to optimize our messaging to changing algorithms.
As target audiences increasingly liked our post and page, Mercanti Fiorentini sent a big thumbs-up our way.
+114% increase Click Through Rate compared to the previous period
Engagement rate is above the benchmark
+ 98% increase in Post Reach (YoY)
+10.76% increase in likes (QoQ)
+24.72% increase in likes (YoY)
+10.83% increase in new followers (QoQ)
+23.37% increase in new followers (YoY)
Oh! Oh! Oh! The perfect gift is one that makes a statement and is easy to find at DSW. #mercantishoes #DSW #mercantifiorentini #comfort #giftideas
When you find the right one, you can feel it in your sole. #mercantishoes
+6.27% increase in new followers (QoQ)
+26.56% increase in new followers (YoY)
Avg Profile views over the past year: 1,462.13
