How Rack Room Shoes generated content at scale with Cohley

Challenge

Rack Room Shoes, a retailer with more than 500 stores in 37 states, was searching for more efficient ways to keep up with their growing visual content demands. They wanted to incorporate more UGC into their content strategy but needed to secure usage rights so they could use the content in paid.

In order to continue to support key marketing campaigns (e.g. Back to School), a growing paid strategy, and multiple organic social channels, Rack Room Shoes knew they needed a more efficient solution to generate diverse, authentic, lifestyle visual assets.

Solution

Rack Room’s marketing team entrusted Cohley to access thousands of creators to generate the diverse lifestyle content they needed to fill their digital channels.

To maximize revenue, content generated was repurposed to support initiatives across the marketing organization:

1. Repurposed creator’s UGC in paid social ads to support keys sales moments (Back to School, Holidays, Nike Air Max Day, etc.) to drive sales to their ecommerce site and brick & mortar stores
2. Activating content on creator’s social channels to boost brand awareness
3. Repurposed creator’s UGC on the brand’s Instagram

Results

Rack Room Shoes has received over 1,000 on-brand UGC photos and videos from Cohley creators along with 130+ Creator posts.

Because Cohley negotiates all rights to content, Rack Room was able to maximize their investment by activating content not only on their own social channels, but also in paid ads, emails, even in-store signage and digital displays.

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