Kidy, a shoe brand, was in 4th place in market share and needed to increase sales. It launched a brand repositioning campaign called "Fashion + Attitude" that included a promotional beauty contest co-branded with a famous model agency. The contest involved partnerships with retailers, applications inside shoe boxes, photos submitted by applicants, finalists coming to Sao Paulo, a fashion show, winners getting a photo book and model contract, and media coverage for 6 months. This strategy helped Kidy jump to 2nd in market share within 6 months.

1. Case Kidy modelo Napkin

2. PROBLEM: 4th place in Market Share Need to increase sales What to do? SOLUCION: Brand Repositioning: “ FASHION + ATTITUDE Promotional Fashion Beauty Contest Co-Branding with famous model agency

3. STEP BY STEP: 1º) Build partnership with Retail Stores such as:C&A, Renner, Riachuelo and other small ones 2º) Whenever you purchase a pair of Kidy Shoes, you get an aplication form that comes inside the box. 3º) Takes a face and full body picture

4. STEP BY STEP: 4º) Fill in the aplication form and sends the pictures with the box’s logo. 5º) Agency selects the Forms 6º) Finalists from all over Brazil come to São Paulo with all spences covered by Kidy

5. 7º) Fashion Show takes place in Big Footwear Trade Fair 8º) Winners gets: Photo book Contract with Ford Models Participate Kidys Campaign 9º) Mass media for 6 months and hotsite STEP BY STEP:

6. In 6 months Kidy Jumped from 4th to 2nd in Market Share. Results: fonte: Ibope Click here to wach the final of Kidys Fashion contest

7. Extras

8. Application Form

9. Display Trade

10. Letter for Clerks

11. Tag for the Shoes

12. Caras Magazine Ad with application form

13. Napkin: Inumerous complex strategies starts in draft papers such as paper napkins and are easily assimilated by any person. We believe in a more visual and less verbal language when comunicating ideas, www.spinolah.com.br tel.: (11) 3141 9543 / 3142 9488 e-mail: spinolah@spinolah.com.br Se você quiser que todos da sua e outras empresas entendam suas idéias, podemos desenvolver apresentações no modelo NAPKIN. Assim, você não precisará mais usar a frase: “entendeu ou quer que eu desenhe?”