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CASE STUDY Shoe retailer’s social campaign triggers sales and charity success

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Shoe retailer, Moda in Pelle, experienced a 33% increase in transactions through a social media marketing campaign in support of the Pink Ribbon Foundation.

The Leeds-based brand aimed to increase sales over May Bank Holiday and generate enough revenue to donate up to £50,000 to Pink Ribbon, a charity that raises money for breast cancer charities across the UK.

Working with digital marketing strategists at Visualsoft, Moda in Pelle launched “Pink Friday,” a weekend-long campaign in which customers were offered 50% off selected lines, with 5% of all sales donated.

Visualsoft’s team created an integrated digital campaign to promote the project. This included a landing page to showcase the charity and a tagged product page to highlight all half-price lines. A collaborative, cross-channel approach was taken across PPC, affiliate marketing, social media and email, with gifted influencer marketing to directly engage Moda in Pelle’s target audience.

This was supported by in-store promotions in which the first person to mention Pink Friday sale received a free pair of shoes up to the value of £100.

Overall, the company saw an increase of 3,000 followers throughout the Pink Friday campaign and achieved its best ever sales performance outside of a Black Friday week.

Anil Patel, eCommerce director at Moda in Pelle, says: “The reaction to the Pink Ribbon charity event was truly staggering! It was clear that both our customers and in-store colleagues really bought into what we were trying to do, making a difference to people’s lives in our own way.” 

Emma Thompson, head of client success at Visualsoft, adds: “Moda believes in fashion with a conscience, so it was great to work on a project that not only helped to drive sales success, but also gave back to a charity that is close to the company’s heart. Retail is a tough environment at the moment, but the figures speak for themselves; this campaign goes to show that – when done right – growth is highly achievable. We look forward to working on more exciting initiatives in the future.”

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