Kendra Salvatore's Jay Chiat Award case study about the Cole Haan Chelsea Pump and social campaign. She is a strategist at BBH. More info at http://www.4asstrategyfestival.com/

1. COLE HAAN!
!
DON’T GO HOME CAMPAIGN!
!
OCTOBER 28, 2013!
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2. ABOUT COLE HAAN !
Trafton Cole and Eddie Haan made re-soleable shoes
during the depression
Bought by Nike in 1988, Cole Haan used Nike’s technology
to make products more comfortable
Today, the NYC-based brand takes its innovation cues from
the streets of New York
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3. CONTEXT!
Cole Haan is known for conventional brown shoes,
made for an older target who value comfort over style
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4. THE GREATER GOAL!
Grow the business by driving reappraisal
with a younger 24-45 consumer
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5. THE TASK!
In Fall 2012, drive brand reappraisal with the
launch of the Chelsea Pump
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6. CHALLENGES!
Local torture test
Fashion week
Limited budget
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7. STRATEGIC INSIGHTS!
AUDIENCE TRUTH"
“Day to night to the
next morning”
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8. STRATEGIC INSIGHTS!
AUDIENCE TRUTH"
“Day to night to the
next morning”
PRODUCT TRUTH"
Classic and
made to move
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9. STRATEGIC INSIGHTS!
AUDIENCE TRUTH"
“Day to night to the
next morning”
PRODUCT TRUTH"
Classic and
made to move
CULTURAL TRUTH"
Pumps make some
women go home
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10. THE PROPOSITION!
The Chelsea Pump is made to move you through the
20-hour day, into the New York City night
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11. THE IDEA!
Encourage young New Yorkers to
stay out and experience more of the night
DON’T GO HOME
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12. Play Case Study Video
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13. HOW WE APPROACHED THE CAMPAIGN!
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14. SOME SMALL LOCAL TACTICS !
OOH
Street performances"
Food trucks"
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15. BUT KEY PRINCIPLES ENSURED !
IT WORKED MUCH HARDER!
!
!
Social and media strategy at the core,
not an afterthought
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16. ENCOURAGE THEM TO STAY OUT !
EXACTLY WHEN THEY NEED IT MOST!
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17. CONVINCE THEM TO STAY OUT !
WITH SUPERIOR RATIONALE!
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18. LET THEM DISCOVER REASONS TO STAY OUT!
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19. CREATE EXPERIENCES WORTH SHARING!
AND STAYING OUT FOR!
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20. CHALLENGE EACH OTHER TO STAY OUT!
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21. SOLVE REAL NEEDS SO THEY CAN STAY OUT!
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22. REWARD THEM FOR STAYING OUT!
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23. SELFLESSLY HELP THEM STAY OUT!
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24. THEN THEY WILL BE GRATEFUL!
FOR YOUR ROLE IN THEIR LIVES!
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25. SUMMARY OF CAMPAIGN LEARNINGS!
Audience insight is key
Be brutally realistic about what people will respond to
Make sure it’s truly tied back to the product
Place media and social at the core of the idea
Social can dramatically increase the reach of a small out "
of home campaign
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26. RESULTS!
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27. RESULTS:!
Increased sales of the Chelsea Pump in New York City +36% to plan
Drove in-store traffic in New York City, August +30%, September +14%
Brand followership* increased 85%
– Attracted a new influential audience typically adverse to social interaction with brands.
Content engagement rate** increased 105%
– Achieved goals of increased engagement and followership among a very specific target.
Campaign yielded 43,766,790 social reach impressions
– Social mechanics enabled the campaign to scale way beyond the impressions earned by
the hyper-local OOH alone.
*Channels: facebook, Twitter, Instagram, Tumblr
** Content engagement rate = social actions performed/total followers
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28. THE CAMPAIGN DREW ATTENTION !
TO THE BRAND IN A NEW LIGHT!
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29. !
!
!
THANK YOU!
!
!
!
Partners:
TH Productions – Deep Focus – PGR – Colossal Media – Unit 9
Queens:
Peppermint, Sofanda, Erikatoure, Manilla
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