CASE STUDY: CLAE FOOTWEAR

Heritage Brand E-Commerce Growth

Activating a heritage footwear brand with a sustainable message was a unique opportunity. With the launch of a new shoe made in LA in partnership with KX Labs, we had the opportunity to help activate this debut.

To help amplify the message and lend additional credibility, a campaign theme was developed showcasing the new shoe within the context of other sustainable players from Los Angeles. The following “LA players” were shot on location wearing the shoe. Content would be repurposed for the blog and showcased on the landing page as well as social and website.

Food - Canyon Coffee
Hospitality - Proper Hotel
Architecture - Dan Brunn Architecture
Fashion - Varsity Vintage

INITIATIVES

A brand film was created as the primary storytelling vehicle. Social assets were created from the main piece and a unique landing page was developed to pull everything together from the content shot to the stories of the participants. The launch event introduced the new shoe to the media and other Los Angeles influencers prior to the shoe’s release online.

APPROACH

Communication Strategy - Segmented content and message by audience
Communication Planning - Rolled out content over a period of time creating emphasis and freshness
Partnership Management - Seeded product to influencers for content and partnered with the LA campaign personalities to amplify the message.
Paid Advertising - Content was additionally boosted for more reach

DELIVERABLES