As part of Start-rite shoes’ on-going communications strategy, the brand hosted a series of children’s ‘party’ shows around the country to showcase their range of 2013 shoes. markettiers4dc were tasked with amplifying the three exclusive events by driving mass awareness amongst parents to encourage footfall and wider publicity.
markettiers4dc's strategy was two-fold; firstly a series of radio promotional trails were brokered with stations with a high 'mums' listenership in the regions where the shows were taking place. This activity drove footfall to each event and alerted listeners to the street teams that would be on-hand encouraging people to enter a competition to win £250 worth of Start-rite vouchers.
Secondly, markettiers4dc streamed a live and interactive fashion show from Bluewater Shopping Centre in Kent. This Morning's resident fashion expert, Faye Sawyer, was also recruited to co-present and helped provide fashion advice for kids. In order to maximise editorial appeal, consumer research was conducted with 1000 mums which revealed the typical spend on their children's wardrobes. The markettiers4dc design team also created a bespoke animation for the stream, making the event even more engaging and bespoke to Start-rite.
Results:
The Start-rite Party Show was streamed across 21 websites and blogs including Netmums, Baby World, Super Amazing Mum, Love Being a Mummy, Female First and the Daily Record. The content was also streamed live on Start-rite's Facebook and YouTube channels via PCs and mobile devices. The live stream was fully interactive so mums could get involved and submit questions from the comfort of their own home both during and post the show.