How Silver Jeans Increased Sharing by 4,650% and Captured

225% More Email SubscribersA Case Study by AddShoppers

Written byPeter Messmer, Director + Growth

“The Win-Your-Wishlist Social Contest we ran with

AddShoppers was a huge success!

When compared to our typical averages, the contest captured 225% more email subscribers and drove 19

times more referral traffic back to our site.

Mike G Girardin, Director of eCommerce at Silver Jeans

In 1991, Michael Silver and Allan Kemp teamed up to start Silver Jeans. Their first product was a unisex jean called the “Frisco” which went on to sell 2 million pairs.

Since then, they’ve become a denim giant that is sold in over 30 countries across North America, Europe, and Southeast Asia.

Why AddShoppers?As a popular consumer brand, Silver Jeans was well-established in physical retail stores, yet their eCommerce presence wasn’t living up to its full potential.

Before AddShoppers, the Silver Jeans team had implemented some successful marketing campaigns and initiatives for silverjeans.com, however, they needed to drive even more impactful results.

Their main problem was this: customers weren’t engaging enough with the brand to produce a reliable amount of buzz from word-of-mouth sharing.

Silver Jeans chose AddShoppers because they knew our platform would not only allow them to generate more word-of-mouth sharing, but lead to more targeted referral traffic.

I. Increase social engagement and sharing

II. Drive more targeted traffic to their eCommerce store

III. Capture more email subscribers & additional rich CRM data

Silver Jeans’ Goals

The StrategyAddShoppers’ Client Success Team worked alongside Silver Jeans to create a targeted strategy to address their three main goals by integrating a combination of Apps from the AddShoppers platform.

In this case study, we’ll show you exactly what we did to drive tangible business results for Silver Jeans as well as a detailed explanation of why specific strategies were chosen.

Phase 2:Install upgraded social infrastructure including Social Login and Smart Sharing Buttons to reduce checkout friction, capture more customer data, and provide a fully white-labeled brand experience.

Phase 3: Utilize Contests + Giveaways to create on-site engagement with their customers, boost sharing, and increase the amount of new email subscribers.

Phase 1:Install Influencer Analytics to allow Silver Jeans to identify previously unknown influencers and track the success of their campaigns in phases 2 and 3.

Phase 1Add Influencer Analytics

Influencer AnalyticsNow, Silver Jeans was able to identify who was sharing pages and products, who was driving referral traffic, and who was actually driving sales and revenue.

This meant they could now easily identify their brand influencers -- one of the most valuable customer groups for any brand!

Plus, the Influencer Analytics would help Silver Jeans measure the impact of the following phases.

“The first step was to integrate AddShoppers’ analytics Apps,

including Influencer Analytics and Revenue Tracking, in order to create a solid foundation with accurate tracking.

Once we had the analytics in place, we moved on to Phase 2 and added two more Apps: Social Login and Smart Sharing

Buttons.

Zellie Friedman, AddShoppers Enterprise Client Success Manager

Phase 2Integrate Social Infrastructure

Smart Sharing Buttons Silver Jeans already had some basic sharing buttons installed on their product pages, but they didn’t really have any visibility into their effectiveness, plus they couldn’t integrate them into any of their other on-site marketing campaigns. In addition, the design of the buttons weren’t customizable to match the look and feel of their brand.

Our team created custom floating sharing buttons that aligned with Silver Jeans’ brand standards and launched them across the site instantly, with no additional technical integration necessary. Now, not only is there a consistent brand experience, but their social sharing buttons are optimized for eCommerce and integrable with other on-site marketing campaigns.

Social Login

Silver Jeans knew that most of their customers were avid users of social media. They also knew, that like all customers, theirs didn’t like filling out forms, especially during checkout.

Understanding the need for a more natural solution, they believed their customers would use Social Login if it was offered as an option on their site. They wouldn’t have to fill out as many form fields and they wouldn’t have to remember a password, so they would also be more likely to complete their orders.

That’s a win-win for both parties!

Phase 3Contests + Giveaways

Win-Your-WishlistOnce the basic groundwork for Silver Jeans was in place after Phase 1, we collaborated to create a campaign targeting their three major goals. We decided to kick things off by launching a Social Contest through AddShoppers.

Silver Jeans came up with a fun contest idea called “Win Your Wishlist” where the winner would be awarded every product on their wishlist, up to $1,000 in total value.

Here’s the twist: in order to populate their wishlist, customers simply had to share every product that they wanted.

Step 1: Drive Traffic

Step 2: Register

Step 4: Win!

Step 3: Share

Step 1: Drive TrafficFirst, in order to create awareness around the giveaway and start driving participation, AddShoppers & Silver Jeans promoted it a number of different ways:

● They placed a bottom bar promoting the giveaway across their entire website using AddShoppers Behavioral Targeting App.

● Silver Jeans sent promotional emails to their subscribers.

● Silver Jeans also promoted the giveaway via their social media profiles.

The bottom bar promoting the giveaway powered by Behavioral Targeting.

Step 2: RegistrationOnce customers arrived on the landing page for the giveaway, the AddShoppers Contest + Giveaways App handled the rest.

The first thing that participants had to do was simply register to enter the giveaway by using Social Login or entering their name and email address.

Step 3: ShareNow, the fun begins! After participants had registered, they were prompted to share out every Silver Jeans product they wanted in order to populate their wishlist. The winner would win every product on their wishlist, up to $1,000 in total value.

We implemented a Trending Wall into the contest page to make it really easy for participants to share products. They were also given the option to browse Silver Jeans’ site and share any other product to add it to their wishlist.

In addition, participants were given the opportunity to share the contest landing page for a bonus entry. This helped the contest spread virally via word-of-mouth sharing.

Step 4: Win

Finally, one lucky winner was chosen!

ResultsWhat you really want to know.

Results: During The Contest

During the time the contest ran, Silver Jeans saw the following results compared to their previous averages:

+4,650% +1,900% +225%

Sharing Social Referral Traffic Email Subscribers

Results: After The Contest

Even though the contest is over, Silver Jeans is still seeing elevated sharing and referral traffic. Comparing the month after the contest finished to the same month in the year prior, here are the increases:

+1,136%+1,200%

+22%

Sharing Social Referral Traffic Email Subscribers

Future Plans

So what’s next for Silver Jeans?

Now that they’ve had great success with Contests + Giveaways, the immediate next step will be running giveaways using AddShoppers more regularly.

However, they’re also working with their Client Success team at AddShoppers to identify more opportunities to use the platform to drive more sharing, capture more emails, and boost revenue.

Be on the lookout for more campaigns powered by AddShoppers on SilverJeans.com!

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