• by Staff Writers , September 6, 2012

 

Foot Locker’s core consumer segment, Sneaker Expressionists, like to show the world who they are by what they’re wearing. They love Instagram because it transforms mobile photos into professional-looking snapshots that can be shared instantly. Foot Locker embraced their audience’s love of the platform through the #kickstagram campaign. Instagram photos with a #kickstagram tag were featured on the Foot Locker Facebook page, but since Instagram does not accept advertising and does not have a mobile Web site, the challenge was effectively promoting the app through mobile ads. The solution was the first-to-market “click to follow” mobile banner ads. In 30 days, Foot Locker’s followers tripled to 10,134 and the click-through rate on the double-tap-to-follow functionality was almost four times higher than the standard banners (0.62 percent versus 0.16 percent).

Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012