Alfa Sko: The Explorer

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The traditional Norwegian shoe fabricant, ALFA, defines their mission to contribute to better hiking experiences. In 2015 they hired one man to walk for one year, in mission to inspire people to an active lifestyle. During “The Explorer” ALFA has experienced a sales increase of 12% and an increase in web traffic of 84%. The project has increased the SoMe followers on ALFA’s channels of 817%.

 

Initial situation

The traditional Norwegian shoe fabricant, ALFA, defines their mission to contribute to better hiking experiences through comfort and quality. Based on a history of a small and loyal customer group, ALFA launched a new brand platform and a new visual identity in 2014 to attract new customers. “The Explorer” is an activity focused on building a strong brand, attract new customers and increase sales.

Objectives of the project

Strengthen brand awareness
Increased sales
Inspire to active lifestyle
Profile Norway as a hiking country

Strategic considerations

A person is hired to walk for one year. As a walking shoe tester, his task is to inspire to an active lifestyle and to profile Norway as a hiking country. With this project, ALFA wish to engage the audience through high activity in SoMe and with regularly coverage in traditional media.

Details of the implementation

In Nov’15 ALFA advertised a quite rare job position; a shoe tester who was to walk across the country for a whole year. Content for SoMe were developed and press releases were distributed in relation to the milestones; the job advert, the enormous response, the final selection, the hiring and the “walk-off”. The adventure is documented through a dedicated blog and in SoMe. New press releases are being distributed to every local area he visits.

Results achieved

ALFA received 1030 applications and the job advert was seen by 60.000. 6000 Norwegians engaged in social media. The project was mentioned in almost 70 Norwegian and international media through the first phase. The traffic on ALFA’s website was multiplied by ten the first 24 hours before it stabilised at the double.

ALFA has experienced a sales increase of 12% and an increase in web traffic of 84%. The Explorer has built up 18.000 followers through blog and SoMe, which represents an increase in followers on ALFA’s own channels of 817%. So far, the project has resulted in 152 stories through earned media, with a reach of 10,8 million.

Awards
  • 2016

    Finalist i "Sport & lifestyle"
  • 2016

    Finalist i "Sosiale medier"
  • 2017

    Social media collective
  • 2017

    Fashion and beauty

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