The document discusses two campaigns run by FreshNetworks for Jimmy Choo. The first was a scavenger hunt on Foursquare to promote a new trainer collection which increased daily in-store sales by 33%. The second was an online community for a limited edition collection supporting charity that doubled conversion rates. It also discusses long-term strategies like maintaining Facebook fans and an ecommerce site section called "Choo Connection" to keep engagement, resulting in longer site visits and higher purchase amounts.