How Squid Game Sent White Vans Sales Up 7500% - and Delivered 700+ Media Placements
The challenge
Sole Supplier, one of the leading ecommerce sites for trading sneakers globally wanted to find media moments to put them at the centre of to build brand awareness and sell more shoes. We used reactive PR and social to do this…
With the huge success of Netflix’s ‘Squid Game’, we knew it would be a great time to jump on a reactive opportunity while the show was still so popular. Our proprietary tool, Early Risers notified us which topics were booming in search and social media since the release of the show, and we landed on a gold mine.
Our reactive marketing team always has their fingers on the pulse. Now it was beating faster than ever.
The idea that turned the heads of Netflix
What we did
One media moment in particular caught our attention. Netflix's release of Squid Game, sent sales of white Vans up by 7500% on Sole Suppliers website. Consumer behaviour was immediately influenced by Vans struggling to keep up with the demand. It was the most in-demand shoe on site globally!
We released this data on the social media of one of our footwear clients, Sole Supplier, and outreached through PR.
a 24 hour campaign went global
The results
Within 24 hours, the data had been picked up by some of the biggest publications in the world, including Variety, Vogue and NME. We built a total of 708 media placements (over 400 of which were linked directly to Sole Supplier Vans page), and received 500k social engagements and a retweet from Netflix themselves.
