The Footway Group is a vibrant, fast-moving e-commerce retailer based in Stockholm, Sweden. They generated over 400M USD in revenue in 2021 and are listed on the NASDAQ stock exchange.
I’ve had the wonderful privilege of working with their fun-loving, talented and hardworking team across multiple projects and brands across the years. This particular Instagram project is for their Footway brand, a online retail store that delivers to 24 countries, with a focus on the European and UK markets. .
Footway wanted to bring their 20K+ Instagram followers together to provide feedback, share ideas and engage on the platform. They hoped to achieve this through a series of different posts – converting, celebratory, inspiration and article-based Instagram Posts and Stories.
Their target group is broad, covering many different cultures and languages in Europe, across all ages and gender. This meant that the posts had to appeal to wide-ranging audience and not single out singular cultures or religious festivals.
The Footway brand voice – a happy, friendly and personal, with an occasional dose of light humour kind of tone is expected across all their touch points, and their Instagram posts are no exception.
We are working continually with Jolyn, and are finding communication easy and quality of work very good. In particular, we value that Jolyn is receptive to our feedback and quick to understand our needs and wishes.
– Per-Gustaf Hedberg, Marketer
Retro. Modern. Iconic. With a touch of primal instinct 🐆
Dr. Martens Adrian Snaffle Black Print brings attitude to your outfit with its silver snaffle, smooth leather fringe upper and subtle welt stitch. The classic tassel loafer gets a rugged remake with bold leopard prints, and built quality is assured with an original Polished Smooth Dr. Martens leather upper plus all-natural prints made out of genuine hair and leather.
Unleash your inner feline prowess with the Adrian – we think this is the perfect shoe for you punk-loving, rebellious ones 😎
#footway #drmartens
📷: @_ivonne_rust_
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I wrote over 150 Instagram Captions and Stories for Footway across a year and a half. Each caption was meticulously crafted with the shoe type, season and desires of the target audience in mind, complete with a CTA and hash tags at the end. I’ve also included the use of emojis to convey a sense of youth and light-heartedness to engage with the younger demographic on Instagram versus Facebook.
From shiny Dr Martens to causal beach slides, I dug up the history behind the shoe brands like Adidas, Vans, Nike, Icebug and Timberland – just to name a small few – and read what their corresponding fans loved about different models in forums and on social. This allowed me to offer helpful tips on shoe-care, storage, and how to match different patterns, while shedding a spotlight on interesting facts on the history and make of each shoe.
The Instagram community reacted positively with cute emojis, follow-up questions, and praises. Footway’s marketing team loved the ideas behind the captions, and the “sharp, relatable, witty and valuable” content written with their happy and friendly brand voice in mind.
