GOALS & OBJECTIVES
The Skechers Slip-ins by Barco “Slip Into Comfort” campaign aimed to leverage the Skechers corporate moniker of being the Comfort Technology Company, incorporated in our medical scrub product and aligned with their Slip-ins footwear initiative. Through that lens, we created WOW moments through a myriad of consumer touchpoints which included the following:
OBJECTIVES
Brand Awareness—Leverage a mix of paid and organic media, retail partnership and activations to optimize storytelling
Differentiate From Competition—Create eye-popping imagery and video content to authentically bring product to life
Enhance Retail Marketing—Partner with key accounts to amplify messaging and create consumer engagement on the ground
GOALS
Strong Shipping Launch—Utilizing media to invite consumers to shop our DTC and retail sales channel through an omnichannel approach
Customer Acquistion—Layering in Digital OOH, retargeting traffic while also email and SMS marketing to optimize the consideration phase
Sell-Thru—Drive sales through middle funnel ads enhanced in partnership with key retail partner, utilizing media, influencers and activations
Understanding our demographic was a key component of the creative process and execution plan to bring this campaign to life. Capturing a youthful, vibrant and enthusiastic spirit while tapping into social media trends was our North Star. Using color pops, fun music, dance while highlighting the fabric technology we blended the components while staying authentic to our brand purpose.
THE APPROACH
Media — CTV & VOD
Launch a national TV campaign through a robust mix of targeted media across various platforms driving brand awareness and conversion. Platforms such as Netflix, Hulu, Paramount EyeQ, Disney+ YouTube and Tubi were utilized to reach millions of consumers within the healthcare space.
Digital OOH
Focused retargeting ads were served up in partnership with our key retail customer Work ‘N Gear, localized in the New England area.
Activations
Whether through social media or in activating an experience on the ground, we worked with real healthcare professionals to amplify the story with dance challenges, giveaways, and ambassador testimonials.
THE RESULTS
16.5M
#of Impressions
8%
Combined media drove a record 2-month period of DTC sales reaching 89% and 33% YoY comps, respectively
Product saw a 32% sell-thru rates in chain retailer stores
Retail partner’s overall business grew 46% YoY while seeing 520% boost in one month during the campaign
Skechers HQ made a significant contribution to the marketing budget in support of the strategy, a first of its kind for Barco
Secured a shop-in-shop space at UCLA’s Health & Sciences store to maximize the moment of the campaign with students on campus
Total Sales Contribution
Barco One, The Healthcare Athlete
Your Move: Burnout Challenge
Background
Highlighting the Healthcare Athlete within every healthcare professional, it was time to empower everyone to tap into their inner strength to help reduce the stressors that contribute to nurse burnout.
Objectives
Drive momentum of Barco One and Barco One Performance Knit sales to meet company year-end projections
Drive traffic to Barcomade.com to boost sales of the collection
Grow brand visibility by increasing followers on social media
Strategy
Campaign teaser kick-off days before product launch on 4/1/24, previewing product and information about the “Your Move: The Burnout Challenge” sweepstakes.
Identified 6 “fitness obsessed” healthcare professional Influencers to talk about how fitness mitigates stressors that lead to Nurse Burnout. UGC reels and static imagery showing Barco One and Barco One Performance Knit product, fitness routines, and storytelling while inviting their audience to enter to win the grand prize of going to NYC to workout at Peloton Studios along with a 3-piece scrub set, Peloton Training Guide, a 6-month subscription to the app and other swag.
Deploy digital marketing assets and other components such as dedicated blog, email and SMS marketing, organic and paid social media and a GWP offering.
Implementation
Pick 3 winners by randomly selected from entrants who were asked to like, follow and comment and tag a friend while sharing what it means to combat burnout through fitness. Prizes included:
Grand Prize: Peloton Studios workout, Training Guide, dumbbell set, yoga mat, water bottle and app membership
2nd Prize: Peloton Bike, dumbbell set, yoga mat, bike shoes, water bottle and app membership
3rd Prize: Training Guide, dumbbell set, yoga mat, water bottle and app membership
Scheduled 10 posts throughout 6-week period through Influencer collaboration, driving interactions, engagements and growing followers through boosting top performing content.
Strategically timed marketing deployment of email and SMS marketing enhanced paid and organic social content all featuring our GWP when buying a set from the collection.
Results
DTC Email Marketing achieved 25% of overall Evolve Sales during 5 weeks of Sweepstakes
Organic social media metrics compared to campaign averages
Total Impressions: +46%
Interactions: +372%
Profile Visits: +54%
New Followers: 1,112
Paid social media metrics
Spent 22% less from PY yet comped 4% sales YOY
Double digit increases in key KPI’s such as CVR (42%) and ROAS (33%)
Increased 867% across all social media Content Engagement
Increased 525%, specifically in Instagram Reels Content Engagement
80% increase of Email Open Rates
On A Mission: Tapping Into Purpose of HCPs
Grey’s Anatomy Evolve
“On A Mission” Sweepstakes
Background
Building upon the success of our FA23 Evolve launch, the “On A Mission” campaign delves into the heart of what it truly means to be a healthcare professional. By leveraging influencers with firsthand experience in medical mission trips, we aim to ignite a conversation about the profound value of these experiences. This campaign celebrates the dedication of healthcare professionals and underscores the transformative power of medical mission trips.
Objectives
Boost Brand Awareness: Increase online mentions, enhance social media engagement, and grow our Instagram followers.
Drive Revenue: Utilize email, SMS, and paid social ads on Barcomade.com, offering a compelling gift with purchase (GWP) from our collection.
Amplify Sentiment: Discuss the personal and professional benefits of participating in medical mission trips.
Strategy
1. Influencer Collaboration
Selecting the Right Voices: We carefully chose four influencers who have firsthand knowledge of medical mission trips. Through their authentic experiences, they would connect with our audience.
Product Reveal: Each influencer received a Cotopaxi bag filled with mission trip essentials and a 3-piece scrub set. Their product reveals generated excitement and anticipation among their followers.
2. Multi-Channel Marketing
Email and SMS Deployments: Throughout the quarter, we strategically timed email and SMS campaigns to drive sales.
Paid Social Content: We created compelling paid social media content, repurposing influencer-generated content (UGC) to showcase our collection across Meta platforms.
3. “On A Mission” Sweepstakes
Engaging Healthcare Professionals (HCPs): Over five weeks, we encouraged HCPs to participate by following Barco Uniforms, tagging friends, and sharing how much a mission trip would mean to them personally or professionally.
Random Winners: Winners were randomly selected to receive a mission trip experience for themselves and a guest.
Implementation
Curated Unboxing: We provided influencers with a thoughtfully curated unboxing package, creating engaging reels to reveal the mission trip essentials.
Results
DTC Email Marketing achieved 25% of overall Evolve Sales during 5 weeks of Sweepstakes
Organic social media metrics
Total Impressions: +88%
Interactions: +422%
Profile Visits: +145%
New Followers: 1,243
Paid social media metrics
Accounts Reached: +262%
Engagement:
Followers: +85%
Non Followers: +803%
BARCO UNIFY: One Mission. One Purpose.
Barco UNIFY Product Launch To Support Brick & Mortar Retailers
Background
Barco Uniforms’ Fall 2022 product launch introduced a retail exclusive collection, created to meet retailer demands. Barco UNIFY was launched to create a product that supported the retailers’ needs of building their margins with products that could only be purchased in retail stores.
Objectives
Launch new collection at Retail and drive impactful pre-book and sell-thru to hit year-end company sales target.
Increase Barco’s brand awareness through marketing from retail partners.
Focus on Platinum Barco Retailers (25 PBR accounts) to scale marketing efforts around launch through key, strategic account partners.
Strategy
Visit PBRs to create shop-in-shops, leading with Barco UNIFY products within the Barco space.
Conduct product training in-person and/or through a product training video.
Develop a contest and spiff program to encourage sell-thru.
Implementation
Provided all stores with a Visual Merchandising Directive to introduce the new collection to consumers in stores.
Produced a compelling product training video and lookbook to tell the story of the collection and the inspiration of its conception.
Created branded selfie frames to encourage fun consumer engagement in stores or at events.
Partnered with Nurses Inspire Nurses to develop an activation in tandem with their annual Nurses Night Out event.
Challenges
Because Barco Unify was intended to be a retailer exclusive, promoting on Barcomade.com and through PR agencies made marketing globally a challenge.
With limited staffing and budget resources, going to all 25 accounts was impossible. As a result, 13 stores were visited in the first 90 days of the launch by me.dd
Results
Reached $2M shipping goal due to exceptional reordering within the first 8 weeks of launch.
Out of +350 accounts who ordered Barco UNIFY for the launch, the 13 stores I visited during the campaign sold 15% of total volume and 25% of overall volume came from PBR accounts.
Social media brand mentions and marketing increased significantly as we saw over 200 posts featuring and mentioning the collection to consumers.
Giving Back in Style: Caring For Patient + Planet
Scrub Donation: Caring For Patient + Planet
Barco Uniforms proudly introduces the Grey’s Anatomy Evolve collection—a fusion of fashion-forward design, sustainability, and purpose. With cost-conscious consumers in mind, we’ve created a globally recognizable brand that doesn’t compromise on quality or affordability.
At the heart of Grey’s Anatomy Evolve lies our commitment to both patients and the planet. Our tagline seamlessly encapsulates our mission: providing healthcare professionals with sustainable, comfortable scrubs while minimizing our environmental impact.
Campaign Launch
Driving Awareness Through Retail Channels
Brick & Mortar Focus: To launch Grey’s Anatomy Evolve, we strategically targeted our retail stores. Our goal was twofold: drive foot traffic and introduce customers to our new collection.
Strategic Partnership: We teamed up with International Medical Relief (IMR) to create the Grey’s Anatomy Evolve Scrub Donation Program. This innovative initiative allowed any consumer to bring in their used scrubs (regardless of brand) and receive a rebate toward purchasing our new Evolve collection.
Objectives
Store Traffic and Conversion: Drive consumers who purchase other brands to become loyal Grey’s Anatomy customers.
Brand Awareness: Amplify Barco’s brand presence through collaborative marketing efforts with retail partners and IMR.
Compelling Storytelling: Align our campaign with the Caring For Patient + Planet tagline by emphasizing the impact of recycling unwanted scrubs during IMR’s medical mission trips.
Strategic Approach
1. Retail Partner Engagement
100 Retail Partners: We identified 100 retail partners to champion our campaign. Each partner received a comprehensive marketing kit to enhance the customer experience:
Branded donation boxes.
$10 off vouchers (redeemable in stores only).
Printed direct mailers.
In-store signage and Visual Merchandising Directives.
Digital assets.
2. Collaborating with IMR
Shared Mission: Our collaboration with IMR allowed us to cross-promote both brands. Together, we communicated our shared purpose to consumers worldwide.
Educating Consumers: We informed consumers about the impact of their scrub donations. Each donated scrub would either support caregivers at clinics or be repurposed into baby blankets and other essentials.
Results
Donated enough scrubs to cover all IMR’s mission trips for 1 year, 29 deployments across 15 countries.
Met launch sales goal while also creating new customer acquisition both at retail and through Group business opportunities with Denver College of Nursing and multiple doctors’ offices within the US.
A variety of out-of-the-box marketing developed from retailers, promoting the program. Content included TikTok videos, and blogs.