footwear

Most Valuable Pitchman

Source: http://blog.compete.com/2011/10/25/tom-brady-most-valuable-pitchman/

I had been eagerly awaiting the start of the Patriots season since their heartbreaking loss at the start of the year. The first Monday night game in September I got to see my favorite team back in action, along with my favorite player. What I wasn’t expecting was to see Tom Brady off the field as well, advertising footwear during one of the game’s commercial breaks.

I loved the commercial, and not just because it made walking around aimlessly look incredibly cool. It brought a new dimension to a brand that I remember seeing only on girls walking around campus in the winter. Forgetting their origin as Australian surfers’ footwear, Uggs are now so tied to their classic boot look for the female demographic that I can’t imagine them breaking into the male market significantly.

Well after a month of walking around Boston seeing Brady’s image posted on buildings (and I’ve heard they’re in other cities, as well) I wondered what kind of boost the brand is getting from the campaign.

While the trend looks the same, with the traffic starting to pick up for the holiday season, uggsaustralia.com has a whopping 237,887 more unique visitors than it did in September last year, a 48% increase. There has been an overall increase in traffic year over year, but that difference was only 23% in July before the ad campaign started.

Also, more people online seem to be going to the site. The trend has steadily been on the rise, with some significant peaks since the commercial started airing in September.

The most important question, though, is what kind of effect is Brady having on driving the male demographic to the site? There isn’t a major increase during September, but it’s up 2% year over year in the male demographic. The beauty of the campaign is it may be targeting females just as much to get the shoes for their guys as gifts during the upcoming holiday season.

After all this, it’s still hard to tell if the campaign is having a significant effect—the next few months will give us a better idea.

But I think I might get a pair. If Tom wears them they must be cool, right?


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Friday, October 28th, 2011 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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