The idea was get Instagram users or anyone who talked about Foot Locker or their competitors on social media, to tag pictures of them wearing their favorite kicks using #kickstagram and @footlocker. If users uploaded their photos with a #kickstagram tag, Foot Locker would pick their favorites to feature on their Facebook page.

We created the first to market “double tap to follow” mobile banner ads and activated it with the help of our technical partner AdTheorent. Consumers could instantly open the Foot Locker Instagram page from the ad and easily follow the brand.

On iOS and Android smartphones, the message was delivered to people who checked in to Foot Locker or competitive retailers on FourSquare, tweeted something in reference to the NBA Finals or shared an Instagram photo with “@FootLocker” mentioned.

Our “Approved” content became the centerpiece of the campaign and true inspiration.

Sales exploded 27% during the last week of August driving double digit comp gains for the third quarter. Dick’s Sporting Goods, with 3x the media budget, only had +3.9% quarterly comp growth.

PR impressions (252 million) doubled the paid media impressions. The number of new Foot Locker Facebook fans grew by over 10% (335,842). The day after the TV spots first aired, Foot Locker was trending #1 on Twitter.

Best of all, Young Adults were proud of where they bought their kicks and walked the halls with confidence.