In the fall of 2022, Montreal-based shoe retailer Aldo partnered with influencers to promote Pillow Walk-an innovative comfort-foam technology used in 80 per cent of its product lineup-through a TikTok marketing campaign. It was an unmitigated success. In the campaign's first five weeks, the brand saw video completion rates soar 785 per cent above benchmarks, with conversion rates surpassing benchmarks by more than 35 per cent and click-through rates exceeding benchmarks by 68 per cent. On the strength of those numbers, Aldo ran similar campaigns last fall and this spring. So far, the 2024 campaign has generated more than 50 million global impressions and the videos have reached 10 million views.
These numbers are partly a sign of the times—influencer marketing is a growing focal point for brands of all sizes—but the scale of its success is down to Aldo’s marketing team zeroing in on what resonates with its Millennial and Gen Z consumers.
This story is from the Spring 2024 edition of Canadian Business.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the Spring 2024 edition of Canadian Business.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
MOVING INTO THE LIGHT
When designing its new office, Cassels wanted a brighter space for all of its employees
QUEEN OF POPS
How Leila Keshavjee turned a craving for healthy snacks into a frozen-treat empire
Well Done
During the pandemic, businesses small and large scrambled to institute or bolster wellness programs to support employees' mental health, but now evidence of their efficacy is inconclusive at best
HOW TO CLAIM EI AS AN ENTREPRENEUR
When you're self-employed, going on parental leave works a bit differently
How to Influence Consumer Behaviour
In its latest eco-friendly mission, A&W Canada took a swing at single-use cups
HOW TO WIN WITH INFLUENCER CAMPAIGNS
Content creators are becoming an integral part of Aldo's marketing strategy
How to Add Belonging to Your DEI Strategy
When past inclusivity workshops weren't inspiring, the Burlington Performing Arts Centre tried something new
THE CB INNOVATION AWARDS
For the third year in a row, we're celebrating the companies that do business betterwith passion, purpose and a people-first outlook. Here are 25 disruptors setting the new standard.
INSIDE THE BOX
The outlook was bright for the Toronto International Film Festival when the arts organization opened its sparkly King Street hub 24 years ago. How did TIFF's Lightbox become its money pit?
THE FIRSTS
What does it mean to be the first woman in the C-suite? Six powerhouses tell us what they've learned from their unprecedented step into the top job at their companies-and how they're working to create change.
