More and more marketers are aware of the importance of mobile and social media and included them in their marketing campaigns. Yet, few campaigns can really create synergy to achieve better ROI by fully integrating the messages across different media. The case below may help to give you more insights on how to run a successful integrated campaign.

ECCO, a Danish shoemaker, with a vision of “We want to be the best shoe company in the world”, launched its Autumn/Winter 2011 collection with a full blown marketing campaign in Hong Kong. The whole marketing campaign comprised traditional media like TV, print and outdoor, plus new media including mobile app, mobile advertising and also social media. This campaign was one of the few that integrated these media seamlessly to achieve remarkable result.

One of the objectives of the campaign was to create awareness and reinforce the brands values of ECCO – “Scandinavian design”, “passion for shoemaking” and “innovative new concept”. ECCO understood that an integrated approach was crucial to make sure the right messages were conveyed efficiently with synergy among the various media ECCO used for this campaign.

The ECCO TV advertising campaign launched in September had created big awareness. To sustain the noise and to further engage with the target audience, ECCO iPhone App was available for download at the same time, and the launch of the app and the ECCO campaign was widely communicated via social media, including Facebook, forums and blogs as well.

Exposure at these platforms can effectively create buzz among target audience. Blogs, in particular, was a powerful yet much underrated channel, as the ECCO story was communicated by popular bloggers, the opinion leaders on the internet who have already gained the trust of the target audience.

The mobile component of this campaign did not confine at iPhone App only. By exploiting mobile advertising media such as location based SMS, Banner Ad, etc. Users can directly and quickly tap their way to download the app to connect with the brand and also drive traffic to ECCO retail store.

The thorough integration between mobile, social and traditional media, plus the exposure via advertorial and in store promotion allowed consumers to experience the ECCO Scandinavian winter across platforms and in all dimensions. To explore the Scandinavian winter, please click here.

Gravitas was the mobile marketing partner that assisted ECCO to launch the app with the support of mobile advertising and social media to promote ECCO A/W 2011 collection successfully.