How USTA’s social-powered retail experience drove sales
USTA needed to find a way to capitalize on the US Open, a tentpole event that came and went within just two weeks each year. For the past several years, they’d been trying to reach the millennial group, because their target demographic tends to skew older. They knew that in order to reach millennials, they needed to focus their efforts on retail in a fresh, authentic way.
“Millennials are not as inclined to click on logos,” USTA’s Ryerson explains.
They wanted to expand retail sales and be able to link those sales directly to social referrals—so they leaned on the Spredfast platform.
To expand their target audience, USTA needed to find an organic way to market to millennials, a notoriously savvy audience. They also needed to build trust with millennials—an audience which they had not previously engaged. They partnered with Spredfast to create a gallery of authentic content that would resonate with millennials. By pairing products with engaging social content, USTA turned browsers into buyers, driving traffic from the shoppable gallery to the product page in their online merchandise store.
“We focused on utilizing UGC and capitalizing on that for a business purpose.” — Brian Ryerson, Manager of Digital Strategy, USTA
How they made it work:
- Linked social content to individual product pages to drive online conversions directly from social.
- Tracked every conversation happening at and around the US Open.
- Identified and curated the content most relevant to the brand and its audience.
By using Spredfast technology and speaking in an organic way to a millennial audience, USTA saw increases across the board in engagement and awareness. By linking social to purchase, USTA created an opportunity to place merchandise in front of their audience in a ground-breaking, genuine way.