Chaco Footwear Retools Promotional Marketing Programs for the COVID-19 Era

For many brands that have promotional activities planned for this year, whether for product launches, new services, increasing brand awareness or driving sales, COVID-19 has forced unplanned innovation in the face of ever-evolving consumer sentiment. But for experiential programs in particular, which rely on in-person engagement, the shift to deliver programs while abiding by social distancing rules has been extra challenging. In a recent piece, Event Marketer looks at how Chaco Footwear gave its experiential programs new life through a cause marketing initiative, social media takeovers and enhanced tracking of digital engagement.

As several brands have chosen to do, Chaco retrofitted its factories to produce protective gear for health care workers fighting the virus on the front lines, using raw materials from its parent company, Wolverine Worldwide. The brand had planned a summer festival tour with its ReChaco Mobile Repair Factory bus. Since the vehicle was already outfitted with sewing machines and equipment to make repairs, the converted school bus—packed with trained staff and parked in Portland, OR—is part of the initiative, too.

To preserve some of the touchpoints Chaco had designed to engage consumers during the festival season, the brand turned to social takeovers. It launched weekly Instagram Stories takeovers featuring experts that provided mindfulness tips while home, including stress-reducing techniques from Suu Kuu Hemp & Botanicals and the benefits of being a “plant parent” by Bloomscape’s Joyce the “Plant Mom.”

A pleasant byproduct from the pivot to digital channel was in increase in website traffic and sales and the ability to measure engagement and consumer response more effectively. For a deep dive into the campaign, read more in Event Marketer.