During Easter of 2008 Williams the Shoemen launched an Easter appeal where their customers could bring in their old shoes, get $20 off a new pair, with $1 of the purchase price going to the Smith Family’s Learning for Life program.
read: BRIEF
To raise awareness of Williams the Shoemen in-store Easter promotion to assist with increasing traffic and sales over this period, while positioning Williams the Shoemen as a caring community member by supporting The Smith Family.
Throughout the campaign we have aimed to:
To increase brand awareness and Williams the Shoemen’s commitment to the community.
To strengthen Williams the Shoemen’s credibility as a destination of latest looks at affordable prices.
To create awareness of the Easter Williams the Shoemen trade-in promotion nationally, with a specific focus on the eastern seaboard.
To work in conjunction with the advertising schedule to maximize all media/promotions opportunities.
seen: OUTCOME
The campaign saw great results nationally for Williams the Shoemen and The Smith Family with pieces running in media nationally including Mx Melbourne, The Gold Coast Bulletin, The Courier Mail, The Sunday Mail, the Darwin Palmerston Sun and Heart 107.3FM Hobart.
spoken: RESULTS
Over $100,000 of publicity was generated during the campaign for Williams the Shomen’s Easter Appeal. Publicity was achieved in a broad number of media outlets including Darwin, Brisbane, The Gold Coast, Sydney, Melbourne and Adelaide. Beyond that, $20,000 was raised along with awareness for the Smith Family’s Learning for Life program, helping underpriviledged children get an education.
