Organisation Name: soleRebels
Industry: Footwear manufacturing and distribution
Name of contact if available: Bethlehem Tilahun Alemu, Founder, CEO and Managing Director
About soleRebels:
In 2004, Bethlehem Tilahun Alemu began a footwear company based upon the creativity and skills of local Ethiopian artisans using sustainable production materials and methods. SoleRebels artisans create hand-crafted footwear while earning three to five times more than the local average wage.
Bethlehem Alemu created the world’s fastest growing footwear brands betting on Decent Work http://t.co/rLeHXEK7wk pic.twitter.com/WDl5NLQNDw
— soleRebels (@soleRebels) March 3, 2015
SoleRebels products are sold on-line and in retail stores in Ethiopia, Spain, Switzerland, Austria, Taiwan, Singapore, Japan and the United States. Company revenue is projected to reach over $10 million USD by 2016.
How soleRebels uses social media for marketing:
The facts that materials used to create soleRebels products (including recycled tires and organic fabrics), production methods are ecologically beneficial, and that the company is the only footwear company certified fair trade by the World Fair Trade Organization have brought recognition to the company and founder.
Africa: Top 100 Young Economic Leaders.Congrats to soleRebels ceo on being named 2 this list. http://t.co/gZayikcklF pic.twitter.com/hgfuHfKZd7
— soleRebels (@soleRebels) September 26, 2014
As the fastest growing consumer brand from Africa, soleRebels is doing many things right—and the use of social media is one of these things.
Using social media channels to reach international consumers at a local level:
SoleRebels advertises local promotions, store openings and general company updates on twitter.
Oct1 Silicon Valley can finally #walknaked .Valley Fair Mall SanJose 2nd Flr nr Macy's/SportsAuthority/Pizza My Heart pic.twitter.com/zfz2lsVf15
— soleRebels (@soleRebels) September 4, 2014
Huge respect and thanks to HRH Princess Mary of Denmark for visiting the site of @soleRebels new production facility! pic.twitter.com/3iWX3Y1QCP
— soleRebels (@soleRebels) February 18, 2015
Σας αγαπάμε Αθήνα /we LOVE you Athens! soleRebels store NOW OPEN 9 kolokotroni str, Kifisia. http://t.co/xVOUBpakyu pic.twitter.com/RWdpO9nDnB
— soleRebels (@soleRebels) February 13, 2015
SoleRebels uses twitter to remind customers of on-line retail opportunities along with brick-and-mortar retail outlets.
Get'em before #Christmas http://t.co/rFmbX7fthW pic.twitter.com/0NP4t41QOB
— soleRebels (@soleRebels) December 16, 2014
On facebook, soleRebels has a corporate page in addition to country-specific facebook pages.
Showing off the beauty of the product:
In the fashion and retail industry, the appearance of a product helps generate sales. SoleRebels makes use of Instagram and Flickr to reinforce the company brand and to demonstrate the visual appeal of the product.
Sharing support shown by like-minded organizations:
Thanks for the LOVE Marc & Craig Kielburger . Great piece in the Vancouver Sun! http://t.co/HwERnrTUU3 pic.twitter.com/Iu0bBPXrxa
— soleRebels (@soleRebels) February 17, 2015
SoleRebels also uses facebook and other social media channels to share kudos given to the company.
Embedding social media into the company website:
Flickr slideshows and you tube videos are essential parts of the company website.
A company blog is used to share relevant media updates.
Web references:
Rising to the top of the footwear industry through Decent Work–International Labour Organization
Shopping with social sense –Marc and Craig Kielburger, Postmedia
From Community Project to Silicon Valley –Busayo, Ventures