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 28% 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 28% 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 210 stories through earned media, with a reach of 12,7 million.
Team
Awards
European Excellence Awards 2016
Finalist in the category "Sport & lifestyle"Gullkorn 2016
Finalist in the category "Social media"Sabre Awards 2017
Social media collectiveSabre Awards 2017
Winner in the category Fashion and beautyDigital Awards 2017
Finalist in the category "Online Storytelling"European Excellence Awards 2017
Finalist in the category "Fashion and Beauty"European Excellence Awards 2017
Finalist in the category "Storytelling"European Excellence Awards 2017
Finalist in the category "Norway, Sweden, Finland, Denmark, Iceland"
