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January 16, 2012

Cougar Boots Goes Viral: “How Far Would You Go For a Great Pair of Boots?”

by MavenSocial

This morning, the Financial Post featured the viral marketing success of a Canadian classic, Cougar Boots and their latest online campaign. WhiteCloud Marketing, a subsidiary of  MavenSocial, set-up the execution plan for the retro Cougar Boots campaign that is featured.

A decades old family business, brothers Steve and Ron Sedlbauer, decided that it was time to freshen up their marketing, business, and brand strategy as things reached a plateau two years ago.  The brothers understood the power of online, especially when wanting to reach their target audience of young 18 to twenty-something year olds.

Cougar Boots make a comeback with the question: "How Far Would You Go For a Great Pair of Boots?"reaching their target audience of young 18 to twenty-something year olds.

The premise:

“How Far Would You Go For a Great Pair of Boots?” People were asked to create videos and post them on Livedress.com, explaining what they would do for a pair of limited edition Cougar Boots from the 1970’s and ‘80’s that were relaunched in 2011.  Little did they know that Cougar Boots would show up at their door and get them to do it!  Entrants really had to ante up!

The campaign focused on a fashion-savvy niche market on Livedress.com, pulling in contestants that truly enjoyed the 1970’s and ‘80’s vibe of the limited edition Cougar Boots – but with a refined, up-dated twist.

Livedress.com founder, Jonathan Davids, explains, “it’s all about fun and getting people involved. People love fashion, it’s “about getting a fashion brand into the younger mindset. “We thought, let’s just ask our followers what crazy things they would do to win a pair of boots, pick our favourites, show up at the door with a camera crew, and make them do it. It had to be spontaneous for it to work.”

Cougar Boots make a comeback with the question: "How Far Would You Go For a Great Pair of Boots?"

The Results:

The campaign attracted hundreds of qualified entrants.  To date, each winning video has garnered more than 30,000 views to date. Davids explains “Cougar also had a bump in its organic search results, leading to even more visits to its site.”

The campaign took four months to execute, and cost less than $100,000.

Overall, Cougar Boots’ viral marketing campaign success lies in one key component: to not make it about selling the boots, Mr. Sedlbauer says. “It was about engaging pop culture and generating excitement at the retail level.”

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