Competitors

ariat

Justin Boots

Ariat is an American ​footwear and apparel ​company that ​specializes in ​products for ​equestrian sports and ​outdoor activities.

Justin Boots is “the ​standard of the West”. ​The finest quality ​leather western-​inspired boots for ​both men and ​women.

Keywords

1. Boots
2. Cowboy boots
3. Cowgirl boots
4. Cowboy boots for women
5. Mens cowboy boots
6. Cowboy boots for men
7. Western boots
8. Womens cowboy boots
9. Womens cowgirl boots
10. Ostrich boots
    

Rank 3rd ​organically ​for

1st rank paid ​for

• Highest Instagram ​engagement rate with 10.4%
• TikTok following is increasing ​at 1.1%
• Instagram reels have a 2% ​more average than ​competitors
  

• Ariat overpowers followers on ​every platform with a ​collective 2.5 M more followers ​than Tecovas
• Only rank the top three ​organically in one keyword
• The least amount of X engagement
• TikTok engagement is decreasing ​at 61%
  

• Justin Boots posts for ​TikTok are lower than ​ours giving us an opening ​to advance
• Tecovas has room to ​grow on TikTok with a ​1.4% increase in followers
• 4% more increase in ​Instagram followers
• Ariat's facebook is going ​down by 8%
  

• Ariat TikTok is growing ​with only a .3% difference ​in follower growth
• Justin Boots Instagram ​engagement is climbing ​with a .78% behind ​Tecovas
• JustinBoots has a 71% ​increase in Facebook ​engagement.
  

Recommendation 1

Use hashtags

1.3k average engagement rate

vs

5.2k average engagement rate

The hashtags #tecovas ​#newbootgoofin ​#cowboyboots on TikTok ​each recieve a 1.65x lift

Recommendation 2

Tecovas video content has the ​highest engagement rate.

Reels with the #ValentinesDay ​or #coutrylove had a 1.5% lift

130 combined content between ​competators 33 were reels

6 of Tecovas reels were in the top 10 ​averaging a 2% more engagement rate

Recommendations

Integrate UGC

UGC content is something ​Tecovas comeptators do ​not take advantage of.

19% of Tecovas posts in the ​last 30 days were UGC. This ​showed a 1.50x engagement ​increase

Content with people in it ​provides a 3% increase in ​engagement rate.

TWO STEPPIN’

The purpose of the "Tecovas Two-Steppin" campaign is to reach a larger ​audience with the authentic connection between Tecovas boots and the ​art of line dancing. Through this campaign, we seek to highlight the ​versatility and durability of Tecovas boots in various dance styles

Key Message

Passionate about celebrating the rich heritage of Western culture and the ​joy of line dancing. "Tecovas Two-Steppin" campaign aims to bring ​together the community of customers & newcomers in a lively and ​creative celebration of dance and style. Across social media platforms, ​we invite dancers of all skill levels to showcase their moves in Tecovas ​boots, using the hashtag #TecovasTwoSteppin.

Tactic 1

TikTok Video

Two-Steppin Tuesdays

Every Tuesday for the length of the campaign Tecovas will post a ​new line dance to learn in a different one of their boots each ​time!

Caption

Time for Two-Steppin Tuesday! ​Which of these Tecovas can we ​catch you boot scootin’ in?

Post

6pm on Tuesday for best ​performance

Hashtags

#TecovasTwoSteppin #Tecovas ​#GoInTecovas #linedancing

Tactic 2

Interactive Story

A quiz to provide a fun way to look at all ​the boots Tecovas has to offer! With a call ​to action to share the results of the quiz!

Tactic 3

Instagram Video

Boot Scootin’ Boogie

Time to go to your local honky tonk and dance the night away!

Caption

Boots are made for dancin’ Tag who ​you would bring to the honky tonk

Post

8pm on Friday for best ​performance

Hashtags

#TecovasTwoSteppin #Tecovas ​#GoInTecovas #linedancing

Aesthetic carousel post to ​show some inspiration when ​taking your next boot pics!

Caption

From the shelf to feet to the dance ​floor! Be sure to show us your ​Tecovas bustin a move!

Post

Hashtags

#TecovasTwoSteppin ​#Tecovas ​#GoInTecovas ​#linedancing

8pm on Friday ​for best ​performance

Tecovas

From shelf to feet to dance floor! Show ​us your Tecovas bustin a move

Tactic 5

TikTok Video

Time to dance em home!

Everyone needs a little someone to swing them around in their ​new boots! A video encouraging the audience to share their ​favorite dance partner

Caption

Get to two-steppin! Tag us in videos ​with you and your dance partner ​with a chance to be reposted!

Post

6pm on Tuesday for best ​performance

Hashtags

#TecovasTwoSteppin #Tecovas ​#GoInTecovas #linedancing ​#dancepartner #countrylovin

Track follower increase ​across all platforms. ​Tecovas wants this ​campaign to bring a ​community together and ​by gaining followers it ​means a community is ​growing.

Looking at who is ​mentioning Tecovas. Using ​the hashtag for the ​campaign to see the ​content posted using the ​hashtag. Also, a lot of the ​call to actions are “tag” ​related, so keep a close eye ​on who is mentioning ​Tecovas.

Making sure our ​engagement on the posts ​continues to grow. Tecovas ​is pushing video content ​and being aware of how ​long people are watching ​and if they are engaging.