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Creativity in Media

Situation

In recent years, SOREL has moved from being a winter boot manufacturer, to a fashion brand. To grow their share in this category, SOREL needed to win over fashion-forward young women, and in particular, the college set.

Between the targets busy schedule, multi-tasking across several screens and platforms, and her high expectations of brands, we had quite the challenge. And our budget was one-tenth that of our competitors.

We visited college campuses, researching influences where our consumer goes for styling inspiration, how she shops/engages with brands, and what determines her styling needs. Our research showed that (big surprise!) online and social are the biggest influencers on her choices, but it also gave us the names she most turns to for inspiration, like Rachel Zoe.

Solution

Armed with this knowledge, we:

• Partnered with over 30 bloggers to create Instagram videos/photos and YouTube videos to show off how they styled their SOREL boots

• Created a custom video with Refinery29 to show how three staffers got their start in fashion, providing career inspiration while tying in SOREL at the perfect boot for the office

• Worked with The Zoe Report to create shopping guides and created an engaging social media contest that sent one lucky winner on a dream trip to NYC for Fashion Week

Solution

By creating and distributing content in the places our consumer looks for fashion inspiration, we doubled unaided awareness, grew consideration by over ten points, and significantly grew perceptions of SOREL as a “stylish” brand.

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