Women?s shoe designer Jack Rogers is angling for more Instagram followers by aggregating its most-liked social media uploads on its mobile-optimized site, encouraging fans to browse the summery footwear and gear up for next year?s sandal season.

The shoe marketer sent out a mobile-optimized email to all of its subscribers, prompting them to click on the link to be taken to a portion of its Web site dedicated to social media. There, consumers may scroll through the most popular Instagram posts featuring Jack Rogers sandals, a tactic which could easily bump up the brand?s amount of followers.

?Brands have a challenge with social micro-content as it doesn?t fit into the traditional owned-content paradigm,? said Gary Schwartz, president and CEO of Impact Mobile, New York.

Slinging back nostalgia
As many consumers get ready to hunker down for the winter, Jack Rogers is attempting to stir up excitement for next year?s summer season by showcasing fans? most popular photos in an end-of-year round-up, which heavily features beach and outdoor settings.

The brand sent out an email to all subscribers yesterday, thanking them for an ?amazing 2015.? Several Instagram uploads were displayed, alongside an invitation to click to view the most-liked posts of the year.

Once consumers click on the link, they are brought to a portion of the mobile-optimized Jack Rogers site dedicated to social media. The photos can be filtered according to featured hashtags, such as ?#myglitterjacks? and ?mymonogramjacks,? or viewed in random order.

Individuals may click on each post to pull up a larger screenshot with an accompanying caption. Fans interested in shopping each post?s look can leverage the ?Shop This Look? tool to purchase the exact pair of sandals featured.

Consumers looking to get their summer gear in check before warmer weather rolls around may find a prime opportunity to stock up on sandals, particularly if they fall in love with a certain style or color seen in someone else?s Instagram upload.

The aggregated posts also serve as a useful organic branding strategy for Jack Rogers. Rather than relying on heavily edited social media advertisements, the brand is enabling consumers to view how other fans style and wear their footwear on a daily basis.

The posts are likely to fuel an uptick in Instagram followers for the shoe marketer, especially among first-time Jack Rogers shoppers who are still pondering which style or shade to purchase for their summer wardrobes.

Strapping in social
The company has been engaging in a strong push toward social media this year, suggesting that many of its millennial-aged target consumers are easily influenced by its colorful posts.

Last August, Jack Rogers attempted to drive in-store sales by asking fans to upload a picture of themselves wearing the brand?s classic sandals for a special discount, but fell short of its goal due to its limited bricks-and-mortar storefronts (see story).

Several months earlier, the brand ramped up excitement for summer by leveraging a countdown-themed giveaway on Instagram that offered users a chance to win one pair of its most popular styles each day, proving that social media-enabled contests are still potent with consumers (see story).

?Jack Rogers is simply trying to repatriate this shared Instagram and Twitter content to its site,? Mr. Schwartz said. ?The content now becomes ?owned and aggregated content? and it can use its traditional digital amplification strategies.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York