Finalist
The 'Sole' of Fashion
Summary of work
Footcare brand COMPEED® set the team the challenge of shifting perceptions of the brand via widespread editorial coverage and specifically to drive awareness of COMPEED® blister plasters. Our strategic planning process identified fashion as a key platform to reach the brand’s target audience, which prompted the team to recommend a credible third party partnership and brand re-positioning to move into this media space and drive coverage opportunities. The team negotiated a partnership with the British Fashion Council to become an official sponsor of London Fashion Weekend, positioning the COMPEED® brand as the ‘sole’ of fashion. The partnership allowed the brand to enter the fashionable footwear conversation and positioned COMPEED® blister patches as a woman’s partner in being ‘unstoppable’, even in the highest of heels. Through this fashion touch point, the COMPEED® brand reached over 200 million consumers via editorial coverage across the winter and spring fashion events. To further build the high heel conversation, the team surveyed women across Europe to gauge high heel habits and discovered that British women were wearing the highest heels in Europe. The story was released to national media accompanied by heel height infographics, positioning COMPEED® as a brand that empowers women to ‘be unstoppable’ while still loving their heels. The research reached 600 million, in a wide range of media channels including the fashion bible Vogue.
Judges’ comments
This was a great exercise in innovative media outreach to reposition a brand. This was a tough brief - to create conversation around a blister plaster and turn it into a must-have fashion item - but some very clever strategic thinking was evident and the campaign was a huge success.
