Learn more about Collaboraid, its mission and the creatives involved in the collection.
Let me be completely clear, my strategy for collecting information is not as concise because I don’t utilize Instagram. You have to have an account to closely monitor what brands are doing, and I closed my IG because it would be about the sneakers I sell and I couldn’t really be free to just monitor. This limits my analysis of the Collaboraid Concept from Footaction.
Marketing today to youth culture requires a complete dedication to finding a way to funnel people from IG, TikTok and other social channels to a purchasing point. When FootLocker launched Greenhouse and acquired NTWRK I understood the reasoning, but both strategies are very niche and it seems both are inconsistent in drop dates. This is similar to StockX’s IPOs. These strategies target fashion minded, hype oriented consumers.
Footlocker Greenhouse Can be an Exceptional Addition to the Footlocker Brand
The strategies generate interest, but as some analysts say, it happens in an echo chamber and doesn’t really move the needle for the company. It’s marketing. The Collaboraid Concept is marketing, but as I stated, it feels a bit flawed from a discovery standpoint. Searching for the Collaboraid keyword leads to a series of articles and links to social outlets. On Facebook the search generated this link posted on September 1st:
https://www.facebook.com/watch/?v=594944941200042&extid=u5vFr5gmJ4BBH5oo
Right now 9/7/2020 that video has 36 engagement emojis and 8 comments (which is only 1 comment on customer service).
The next link in search is for an article on the donation of 1.5Million dollars in footwear to students in need: https://news.yahoo.com/foot-locker-inc-donates-more-140500666.html
Search remains the primary method of discovery. Instagram is not indexed. I’ve written about this before. Engagement on IG and other social sites consists of what I call 10% x 3. 10%, of 10% of 10% will give you the number of the people who might potentially engage with you on a chosen platform. The splash page for Collaboraid on Footlocker’s website delivers only a small bit of information. I understand the strategy of a slow rollout, but When I revisit my Greenhouse discssion, what I realize is that there is a lot of fractured strategy within Foot Locker’s family tree.
(GREENHOUSE) Shop is Here, but It’s Definitely Not an Incubator | Insider Ties Ep. 168
I guess what I’m getting at is Collaboraid feels like it should have been fed through the Greenhouse App and then partnered with NTWRK. However, the Collaboraid isn’t on the NTWRK home page for upcoming releases and it’s not in the Greenhouse Stories, which takes a long time to load and hasn’t been updated since July 13th. Collaboraid feels like an addition to these two ventures and from the outside looking in, it feels that Foot Locker is failing to find the connective tissue between all of it’s body parts. Here is an old post on NTWRK, if you aren’t familiar with it.
Insider Ties Ep. 169 | Why Did FootLocker Invest 3 Million Into The NTWRK App?