In Depth is a series where we use PeakFeed tools to examine the strategies and performance of some of our favorite brands.

I happened upon the 2019 Allbirds Earth Day campaign via an email from the National Audobon Society. As a budding, but very amateur, birder who also happens to be a fan their shoes my interest quickly peaked.

Knowing the shoes were going to be released in limited batches, I was keen to stay on top of each day's release and thought it'd be great use case for Hemlock, Snapshot, and Sendview.

The campaign launched the week before Earth Day, in collaboration with the National Audubon Society. The goal of the campaign was to draw attention to climate-threatened bird species, sell some shoes, and raise some cash for the National Audubon Society. Over the course of five days, Allbirds released a limited edition shoe inspired by one of the five selected species with all proceeds going to the National Audubon Society.

With that in mind, I had two goals at the onset of this campaign:

1.) Stay informed of the daily shoe release.

2.) Leverage the PeakFeed tools to gain new insights into Allbirds marketing tactics.

Hemlock

Allbirds started teasing the campaign five days before the first release, something I completely missed. I didn't actually learn about the campaign until after the Day 1 release. Even though I was late to the party, I found that this is one way that Hemlock really shines.

My first step was able to create a dedicated Allbirds calendar in my Hemlock account knowing that the prior 100 tweets would automatically load to calendar and get me up to speed on any posts I may have missed. I added the Allbirds Facebook account, Twitter account, Instagram account, and email newsletter to my feed. I could have also added their Blog and YouTube channel to the calendar.

With my calendar created, Hemlock instantly went to work, giving me an up-to-date view of Allbirds recent social activity. I was able to see how and when they started teasing the campaign, which is one tactic I was the most curious about. They kicked things off on a Thursday, four days before the launch. I was also able to gain insight into the frequency of posts teasing the campaign. I would have expected to see something daily, but was surprised to find that Thursday was the only day they teased the campaign.

With sound insights on Allbirds tactics leading up to the day of the launch, I could log back into Hemlock daily and review any new activity. I won't cover each day, but do want to briefly share a few other findings from the campaign.

The launch on day one was exciting and I was impressed with what Allbirds had lined up. I don't have constant access to Twitter, so it was great to know that Hemlock had my back. With Hemlock, not only could I see each post made by Allbirds, but I could also click through into each and every post to gain more insights.

I was also able to use Hemlock to better under the frequency of Allbirds activity throughout the week. Gregg had just recently added a search bar to Hemlock, which allowed me to filter out some of the 'noise' and look just at posts containing 'earth'. For the week of the campaign, I was able to see that Allbirds averaged:

Facebook: 2.0 posts per day
Twitter: 2.2 posts per day
Instagram: 1 post per day

It was amazing to see what they had put together for this campaign, I found the entire campaign amazing. The creative, the content, the timing, and the cause were all brilliant!

Sendview

In addition to tracking Allbirds across social, Hemlock was able to curate my calendar with any emails coming from Allbirds, a feature powered by SendView, our email monitoring tool. As an email geek, this is one of my favorite features. It allows a user to reference daily emails and compare them against the content in they put on their social channels. Additionally, it lets us get really geeky about the details of any email Allbirds sends out. For instance, I was able to use SendView to see which platform Allbirds uses, SPAM score, word count, links present, etc.

While we're talking about email, here's an example of what each of the daily release emails looked like. They're exceptionally well done. The hero was a gif that slowly morphs from shoe to bird and then back to the shoe again.

Snapshot

As I mentioned in my intro, I was excited to see how each of our tools complemented each other through an entire campaign. I have to say I was really excited to be able to use each tool to get more insights into the various aspects of a campaign like this. The third tool I had at my disposal was Snapshot, which gave me key performance insights into each of Allbirds social channels over a seven day period. You can see that Snapshot provides a 7 day summary on the top performing posts, as well as how engagement, fan counts, and post counts changed from the prior period. Pretty cool, right!?

It was great to be able to do a deep dive like this and I'm excited to do more. I'm looking forward to seeing how other marketers out there compare and contrast in their tactics to what I've see with Allbirds and how that impacts performance. If you have any questions or comments on this post, please do share!