Creativity in Media


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.


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


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.

Privacy Policy

Butler, Shine, Stern & Partners (BSSP) is committed to protecting your privacy on the Internet, and this section of our website will explain our privacy policies regarding what information we collect, how we use it and how we keep it secure.

We maintain this website to provide information about our company to clients, potential clients, partners, and anyone else interested in learning more about BSSP. The BSSP website also provides information of general interest to the advertising industry community.

For our internal use only, we may collect and store general information about what pages you access, the date and time of your visit, the number of times you visit, the average time spent on the site, your IP address and the name of the domain from which you accessed our site, the name of the Internet address of the web site from which you directly linked to our site and other similar data about how you and our other visitors use our site. We also use cookies. The first time you visit our site, we assign you a session ID which is stored as a cookie on your computer. Cookies do not contain any personal information about you. We collect this information solely in order to learn more about the visitors to the different sections of our site and to help us make our site more useful and informative, and we will not share such information with anyone else for any reason.

On the BSSP website, we collect names and email addresses from visitors who wish to contact us and voluntarily provide us with their personal information. We also receive resumes and creative submissions that contain personal information. We use this information for internal purposes only and do not share it with other organizations. We do not send unsolicited emails to anyone who provides us with their email through our site.

BSSP has implemented a formal privacy and security policy and takes appropriate steps to maintain the security of all personal information we hold, both on our own account and for all of our clients.

Our websites contains “links” to many other sites, and we make every effort to only link to sites that share our high standards and respect for privacy. However, we are not responsible for the content or the privacy practices employed by other sites.