Shopper Innovation Awards: Sport Chek runs a social strategy

The sports apparel retailer wins Gold for developing a "Social Flyer" to reach young shoppers.
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Gold: Out of the box retail

To bring the traditional flyer into the digital age, Sport Chek worked with Facebook to develop a “Social Flyer” in October 2012. The program, created with the help of North Strategic, delivered inspirational lifestyle and product content to digital-savvy consumers during the peak shopping period (Thursday to Sunday) through Facebook page posts, sponsored stories, albums and video posts.

It was the first time the social network had ever been used to drive in-store sales of seasonal products featured in a paper flyer. As a result, Sport Chek was able to stand out in a competitive retail market and reach a new demographic (18- to 34-year-olds) by appealing to their interests.

Results exceeded the initial objectives, with in-store sales doubling the return on media spend. The program generated a 490% increase in the average reach for a Facebook post as well as a 210% increase in page interactions. It also grew the brand’s Facebook following by over 21,000 fans, achieved a 75% lift in awareness of weekend sales and a 42% lift in purchase intent.

Credits:

Brand: FGL Sports Ltd. (Sport Chek)
VP Marketing and e-commerce : Frederick Lecoq, FGL Sports Ltd.
Customer Insights Manager : Nick Bond, FGL Sports Ltd.
Agency: North Strategic
Co-founder : Justin Creally, North Strategic
Senior Account Manager : John Slighte, North Strategic