THE WIKIPEDIA OF SNEAKERS FOR SNEAKERHEADS BY SNEAKERHEADS
Foot Locker set out to build an archive of sneakers with their platform, Sneakerpedia. The concept was great: use the collective of the sneaker community to create a platform that could be used as a resource for collectors to seek out rare sneakers, catalog their own collections, and connect with like-minded sneakerheads through a user-generated content strategy.
As this project progressed, we were able to identify missing sneakers and encourage users to upload their photos and details through a variety of engaging content inititiatives. We were also able to grow the social accounts, blog traffic, and web traffic without the help of any paid media, all through the repurposing of user-generated content.
WHAT I LEARNED FROM THE PROJECT
This was a unique project in that we worked with the New York City-based corporate team at Foot Locker, while the project was actually started by the UK’s London-based team. It created for some challenges in really maximizing the potential of the project. It turned out to be a situation where ‘making the most of what you have’ was defintely the case.
The social media and community management aspect of the project worked incredibly well. We repurposed UGC and engaged with users on a daily basis through conversational and culturally-relevant topics. By the time the project came to an end we had reached over 75,000 Twitter followers, and driven over 10 million visits to the wiki.
For me, one of the big takeaways from this project was realizing that we could still be successful without having the full ‘green light’ when it came to the buildout of the content. For instance, the blog was run on a free version of WordPress that didn’t allow for custom Plugins, Widgets, etc., yet we were able to grow a dedicated fan base that returned to Twitter each and every day to converse with us about the sneaker culture.
Foot Locker, Inc.
Community Management, Content Strategy, Blog, Social Media,