August 15, 2005, 12:00 AM

A “cool” micro-site produces 2% conversion rate for Keds.com

A micro-website featuring actress Mischa Barton, star of the Fox TV series “The OC,” is producing a 2% conversion rate for athletic shoe retailer Keds.com, says Peter Kim, director of marketing.

Paul Demery

Managing Editor, B2B E-commerce

 

A micro-website featuring actress Mischa Barton, star of the Fox TV series “The OC,” is producing a 2% conversion rate for athletic shoe retailer Keds.com, says Peter Kim, director of marketing.

Keds launched the micro-site to attract women shoppers between the ages of 19 and 25 years old, Kim says. “Keds is a brand for everybody, but we’re really trying to refocus on this 19- to-25-year-old epicenter, and Mischa was perfect for that,” he says.

The micro-site is designed to bring an aura of “coolness” to the 89-year-old Keds brand through such features as a video of the behind-the-scenes activity in a photo shoot featuring Barton, audio postcards from the actress, and a music sampler from independent artists. The site also has a link to “cool shoes” with colors and styles that should appeal to young women more than Keds’ original navy or white canvas sneakers, Kim says.

“We’re focusing on delivering it in a powerful interactive way using Flash and some other interactive technology that really brings it to life for this core consumer,” he says.

Keds is promoting the micro-site through a national ad campaign in magazines targeting young women, such as Jane, InStyle and Vogue.

 

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