Footasylum has been a staple of British high streets since 2005 and its social media strategy has become the blueprint for many other brands to follow.

Retail Gazette sat down with Howard Tattersall to find out more about why the the retailer’s marketing strategy is the one to follow.

Footasylum has a “highly engaged audience and following” due to its entertainment first social media strategy and blueprint which was launched by the firm in 2018.

He explains that the strategy helps “Footasylum to cut through the noise whilst seamlessly connecting with our consumer”.

Since the strategy launched the retailer has become a blueprint for social media marketing, according to Tattersall.

He says: “Over time, TikTok has become one of the leading social platforms, and our social‑first content enables Footasylum to amplify our entertainment‑first YouTube content, whether through viral clips from our series or content filmed on set.

“With our consumer being chronically online, our social-first strategy allows Footasylum to connect and seamlessly be part of our consumers everyday routine. Footasylum wants to join in and be part of everyday conversations in an organic and natural way.”

The firm were early adopters of YouTube and content creators as influencers.

He says: “Influencers are part of Footasylum’s identity. We focus on talent who are relevant within our spaces, culturally connected to our audience, and up-and-coming voices that our customers can trust and grow with alongside the brand.”

The retailer uses consumer insights to segment its different consumer profiles and to identify trends. It uses a “hyperlocal” approach to ensure its campaign roll outs are regionally specific.

Footasylum also uses digital data, consumer insights such as its loyalty scheme and consumer research to deliver a shopper centric experience.

One particular campaign that stood out to Tattersall is the retailers “viral, reality content-creator series”, which he says is now “synonymous with UK culture”.

He explains: “Not only does the series provide huge brand awareness at a key trading period, it allows us to showcase the latest and best products and drives mass app downloads with the viewer being able to have their say through voting.

“Each series has seen year-on-year uplifts across all KPIs, from views to app downloads and incremental product sales. Also, we recently launched Monterrain footwear using a social-first approach. Launching a TikTok channel that received +1 million views and engagements in the first 7 days as well as strong sell-through online and in-store.”

Footasylum also utilises out-of-home in its campaigns.

Tattersall says: “We use different plans per city and per shopping centre depending on the formats which work best for our brand image. This could be shopping centre domination or formats along arterial routes on the journey to retail parks and city centres.”

And what’s next for the brand?

Tattersall explains that the brand is looking to provide a “frictionless consumer journey from social channels to website and checkout that doesn’t impact their daily routine, alongside expanding our consumer profiles and offering to a wider audience”.

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