HOW ALEX COOPER INCREASED VIEWS FOR JIMMY CHOO

Written for Influencer Intelligence

In April 2024, iconic shoe and accessories label, Jimmy Choo, tapped podcast presenter Alexandra Cooper to star in a very special campaign. In celebration of the Call Her Daddy host’s upcoming Mexico wedding, the luxury brand launched #IDoInChoo. 

Promoting its bridal collection, #IDoInChoo ran across all social platforms, featuring multiple pieces of filmed, branded content. Tapping in to Cooper’s trademark wit, effervescent personality and flair for storytelling, Jimmy Choo invited the future bride to take its followers through her process of selecting shoes to wear at her forthcoming nuptials, as well as taking people behind-the-scenes of a promotional shoot, showing off the merchandise. On YouTube, Alex picked a different pair of shoes and a bag for each look, featuring both visual (branded robes, cake, holding the shoes) and verbal mentions, including the line: ‘As a woman, if you think what shoe am I going to wear? It’s going to be Jimmy Choo.’

Fresh off a wedding-themed campaign for SKIMS, the ‘Unwell’ network founder chronicled her journey to saying, ‘I Do’, using the dedicated #IDoInChoo hashtag and even featuring her dog, Bruce. This single Instagram received an engagement rate of 7.18%, which is well above her average for sponsored or organic content on the platform and a total social media value of £157,164.29.

On the brand’s owned Instagram page, content featuring Alex outperformed its typical content, with a post in which the influencer talks about her approach to bridal styling pulling in 23.3K likes and 179 comments, giving it a post engagement rate of 0.17%, which isn’t bad for a brand with a reach of 13.3m on this channel.

However, it was on TikTok that this campaign really soared, with visible engagement and impressions driven by the creator. Splitting up content in to smaller, bitesize nuggets of content, the brand posted a total of 5 times featuring Alex.

With only a sparse 21 videos on its page, it is patently obvious to see the impact Alex Cooper’s presence has had on Jimmy Choo’s TikTok. With standard posts receiving between 1100 and 7000 views each, including promotional content starring actress-of-the-moment Sydney Sweeney, Alex’s #IDoInChoo’s lowest performing content pulled in 94,000 views, and the best post achieved 5.2m. In fact, four out of five posts achieved over a million views, with likes in the tens of thousands.

Each post utilised the dedicated hashtag, tagged the influencer and used hashtags #alexandracooper, #jimmychoo and #callherdaddy, ensuring full and consistent labelling and increasing the chances of discovery under those search terms. Alex has yet to post on her own TikTok channel, which speaks to an audience of 1.7m – it remains to be seen whether this was written into her contract with the brand, but it is important to note that on TikTok, her ads don’t necessarily perform as well as her organic content and event vlogs, which may explain the strategy.

On Jimmy Choo’s website, there is a dedicated content page featuring shoot images and video and a shoppable list of featured items. It also created a Pinterest board with 199 pins called ‘I Do In Choo’, and a separate 23-pin gallery named Alex Cooper.

The campaign retained a personal, authentic touch by having Alex wear Jimmy Choo shoes on her wedding day, showing genuine affinity for the fashion house. Furthermore, in an interview with Vogue taking an inside look at the intimate beachside ceremony, Alex mentions the brand three times when describing her outfits on the day, including the statement: ‘Just because I’m the bride doesn’t mean I’m off dog-walking duty, so I went for a walk in my Jimmy Choo Amita 45 heels.’

Overall this content is a slight sidestep from typical high-end or designer brand endorsements, injecting a huge amount of the talent’s personality and what she is known for, making it relatable and entertaining. Comparing Alex Cooper and Jimmy Choo’s TikTok audience, both speak to an over 80% female following, most commonly in their twenties and based in the United States, showing an inherent alignment and overlap. What’s more, 13.1% of Alex’s TikTok following have a penchant for shoes, which is 1.7x the platform average. Who better to give a bridal campaign credibility than a high profile, well-liked brand advocate who is getting married in real life? 

Images: Jimmy Choo, Alex Cooper, Riley Taylor