kswiss_150h

Challenge

  • Brand shoes/sneakers not deemed relevant or “cool” by target teen demo

Insight

  • Many other brands, like Nike, were considered the “in shoe” by this fickle audience

Strategies

  • Conducted integrated marketing campaign re: the K-Swiss Brand and its new, differentiated “Tubes” technology in 500 high schools nationwide
    • Campaign elements included: multi-faceted on-sites within school walls (where students were allowed to try on/interact with the Brand), postering throughout the school and a comprehensive digital presence
  • Linked Brand to health/exercise initiative to engage school administration and solicit more hands-on help

Idea

  • Created an educationally-slanted, digital promotion, Train For Life, that became the center-piece of the high school campus campaign
    • Students were encouraged to track daily fitness activity in order to engage with the Brand and win prizes for self and school

What we did

Signage / Posters / Banners / Website signup contest / On-site (try on shoes) events / Promotional cards

70K

teens who stopped by the K-Swiss interactive on-site booths to try on shoes

200K+

teen website visitors who were motivated to train daily to earn sweepstakes entries and to help their school earn extra points

8X

# of times teens interacted with the Brand after initial on-site school engagement

$300K

given back to participating schools

Contact us

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