Stride Rite 1

Case Studies

Objective

Stride Rite, a nearly 100 year-old brand for children’s footwear, wanted to build awareness for its new rebranding campaign and gain exposure for its re-imagined messaging and product lines. They were challenged with shifting the current consumer perception of the brand, which had been in place for almost a century.

Strategy

To launch Stride Rite’s rebranding campaign, our team developed a strategy including:

  • Conducting national and regional outreach to press, to initiate extensive exposure for the new messaging and products.
  • Seeding celebrities with the new messaging and products for social shares.
  • Utilizing unique and memorable hashtags to drive viral exposure.
  • Securing a celebrity mom as brand ambassador, to engage in enriching content across media and social platforms.
  • Involving Stride Rite in industry and media events where we could gain valuable face-time to reinforce the new messaging.

Celebrity Engagement Tactics

  • A press release was developed and distributed to national and regional media in trade and a cross-section of consumer print outlets.
  • Turnkey press pitches with strategic messaging highlighting new product benefits were prepared, in order to capitalize on the back-to-school shopping season – one of the biggest shopping events of the year.
  • Select media partners were chosen for audience/community giveaways.
  • Celebrities with age-appropriate children were identified to partner with for social sharing.
  • Celebrities were also leveraged for media pitching in celebrity-focused publications and TV shows.
  • Rosie Pope was secured as the first-ever Stride Rite Mom, where her style "picks" and mom tips were pitched for celebrity-focused and children’s style articles.
  • A calendar of upcoming events for potential participation was generated.

Results to Date

We achieved a significant amount of media and celebrity attention surrounding the rebranding campaign, with highlights including:

  • Thus far, half a dozen celebrities committed to tweeting about #Made2Play messaging.
  • National and regional press placements were scheduled, including one full-page article and online coverage in Footwear News NY scheduled 7/16, CelebrityBabyScoop.com with giveaway, USA Today Back-to-School Special, Parents Back-to-School feature, Ser Padres, and more.
  • Stride Rite is scheduled to participate in the Momtrends Back-to-School event with Stride Rite’s new social media manager, where we will introduce her to over 75 bloggers.
  • Rosie Pope has appeared in CoolMomPicks.com, CelebrityBabyScoop.com, TheShoppingMama.com, HotMomsClub.com, The Sun Sentinel, WN.com, MomTrends.com, and more.

Placement Highlights

August 25, 2015

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August 25, 2015

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August 25, 2015

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August 3, 2015

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July 25, 2015

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July 25, 2015

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July 25, 2015

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July 25, 2015

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July 25, 2015

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July 25, 2015

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July 25, 2015

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July 23, 2015

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July 23, 2015

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July 19, 2015

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July 16, 2015

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July 16, 2015

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July 13, 2015

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