Social Media: PHD, Foot Locker, Kickstagram
Foot Locker bills its target audience as "Sneaker Expressionists," individuals who wear their individuality on their, uh, feet. So a program involving photo-expressionist depot Instagram seemed a natural fit. Foot Locker encouraged anyone and everyone to upload photos of their sneakers and append them on Twitter with the #kickstagram tag. The campaign succeeded in growing Foot Locker's social-media following: within 30 days, it had tripled its number of followers.