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Cole Haan
#dontgohome

RAN IN: United States

CLIENT
Cole Haan

Erin Riley - VP, Brand Comm.

AGENCY
Bartle Bogle Hegarty *Lead Agency

Matt Clark - Copywriter
Georgie Gooley - Acct. Manager
Devon Hong - Art Director
Sam Jesse - Comm. Strategist
Marshall Kerns - Acct. Coord.
Colleen Leddy - Comm. Strategy Director
Allison Sabol - Business Director
Kendra Salvatore - Strategist
Caprice Yu - Creative Director


TH Productions


Deep Focus


PGR


Unit 9


SUMMARY

Cole Haan needed to grow their business by driving reappraisal with a younger target. In Fall 2012, a new product, the Chelsea Pump was launching during fashion week in NYC. This pump was made for an on the move lifestyle with Nike technology inside. Our local #DontGoHome campaign gave young New Yorkers encouragement and experiences to keep moving all through the night, supported by the Chelsea Pump. In all, we drove sales +36% to plan and gained 43,766,790 impressions, showing we found a role in our new targets lives.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: Guerrilla,Social Networking Applications,Consumer Involvement

Audience: New Audience,Women,Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: Local

Language: English