RUNWAY
The primary goal of the multi-million-dollar campaign was to increase SOREL's brand awareness as the leader in function-first fashion footwear. The objective was to communicate to consumers that SOREL provides high-quality, functional footwear without sacrificing style. The campaign aimed to promote SOREL's products to a broad audience and establish it as a go-to brand for footwear that can keep up with the demands of an active lifestyle.
To achieve this objective, the team organized an activation that would showcase the functionality and style of SOREL's footwear. We selected a hundred women from all over New York City to confidently walk a mile through the streets of Manhattan wearing SOREL's shoes. This activation aimed to capture the attention of passersby and demonstrate that SOREL's footwear could handle the rigors of urban life while looking good at the same time.
The campaign's outcome exceeded expectations, as it became much more than just an event. The activation's celebration of unstoppable women resonated with the public and generated a halo effect across media outlets and social channels. SOREL's brand recognition increased significantly, and it established its position as a leader in function-first fashion footwear. The campaign's success was evident in the increased sales and brand loyalty among consumers who appreciated the brand's commitment to both function and style. The campaign demonstrated that SOREL's footwear was not only durable and functional but also stylish and fashionable, resonating with consumers who value both.