Our relationship with SCHOLL began before its global acquisition and continued thereafter with the task to alter SCHOLL’s perception of being the foot wear “for mature Malaysians” to one’s that trendy for young fashionable Malaysians.
Initiatives
Our strategy embraced engagement with younger audiences via social media collaborations. Apart from building brand awareness among new, younger and existing consumers, it was skewed towards encouraging consumers to begin wearing the brand earlier so as not to suffer from foot problems later.
Collaborations with healthcare based KOLs drove awareness of foot health. Key messages highlighted the brand’s unique foot wear technologies which provides comfort and ensures feet are kept healthy with their medical grade support, alignment and relief, thus alleviating existing foot pain to Walk Pain Free.
Outcomes
Parallel traditional PR measures included visual based press releases with gimmicks for new launches, media reviews and engagement and a consumer event with KOLs at a leading mall. This garnered great reviews and all-year-round coverage! Our efforts successfully increased awareness of SCHOLL’s trendy, fashionable designs and comfort features and generated media callbacks for additional information.
