kendra salvatore - jay chiat case study - 4a's strategy festival 2013
Post on 27-Jan-2015
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COLE HAAN!!
DON’T GO HOME CAMPAIGN!!
OCTOBER 28, 2013!
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Trafton Cole and Eddie Haan made re-soleable shoes during the depression
Bought by Nike in 1988, Cole Haan used Nike’s technology
to make products more comfortable
Today, the NYC-based brand takes its innovation cues from the streets of New York
ABOUT COLE HAAN !
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Cole Haan is known for conventional brown shoes, made for an older target who value comfort over style
CONTEXT!
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Grow the business by driving reappraisal with a younger 24-45 consumer
THE GREATER GOAL!
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THE TASK!
In Fall 2012, drive brand reappraisal with the launch of the Chelsea Pump
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CHALLENGES!
Local torture test Fashion week Limited budget
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STRATEGIC INSIGHTS!
AUDIENCE TRUTH"
“Day to night to the next morning”
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AUDIENCE TRUTH"
“Day to night to the next morning”
PRODUCT TRUTH"
Classic and made to move
STRATEGIC INSIGHTS!
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AUDIENCE TRUTH"
“Day to night to the next morning”
CULTURAL TRUTH"
Pumps make some women go home
PRODUCT TRUTH"
Classic and made to move
STRATEGIC INSIGHTS!
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THE PROPOSITION!
The Chelsea Pump is made to move you through the 20-hour day, into the New York City night
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THE IDEA!
DON’T GO HOME
Encourage young New Yorkers to stay out and experience more of the night
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Play Case Study Video
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HOW WE APPROACHED THE CAMPAIGN!
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SOME SMALL LOCAL TACTICS !
OOH
Street performances"
Food trucks"
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BUT KEY PRINCIPLES ENSURED !IT WORKED MUCH HARDER!
!!
Social and media strategy at the core, not an afterthought
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ENCOURAGE THEM TO STAY OUT !EXACTLY WHEN THEY NEED IT MOST!
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CONVINCE THEM TO STAY OUT !WITH SUPERIOR RATIONALE!
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LET THEM DISCOVER REASONS TO STAY OUT!
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CREATE EXPERIENCES WORTH SHARING!AND STAYING OUT FOR!
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CHALLENGE EACH OTHER TO STAY OUT!
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SOLVE REAL NEEDS SO THEY CAN STAY OUT!
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REWARD THEM FOR STAYING OUT!
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SELFLESSLY HELP THEM STAY OUT!
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THEN THEY WILL BE GRATEFUL! FOR YOUR ROLE IN THEIR LIVES!
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SUMMARY OF CAMPAIGN LEARNINGS!
Audience insight is key Be brutally realistic about what people will respond to Make sure it’s truly tied back to the product Place media and social at the core of the idea Social can dramatically increase the reach of a small out "of home campaign
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RESULTS!
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RESULTS:!
Increased sales of the Chelsea Pump in New York City +36% to plan Drove in-store traffic in New York City, August +30%, September +14% Brand followership* increased 85%
– Attracted a new influential audience typically adverse to social interaction with brands. Content engagement rate** increased 105%
– Achieved goals of increased engagement and followership among a very specific target. Campaign yielded 43,766,790 social reach impressions
– Social mechanics enabled the campaign to scale way beyond the impressions earned by the hyper-local OOH alone. *Channels: facebook, Twitter, Instagram, Tumblr ** Content engagement rate = social actions performed/total followers
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THE CAMPAIGN DREW ATTENTION !TO THE BRAND IN A NEW LIGHT!
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!!!
THANK YOU!!!!
Partners: TH Productions – Deep Focus – PGR – Colossal Media – Unit 9
Queens:
Peppermint, Sofanda, Erikatoure, Manilla
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