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Shoe Carnival
New Spin on Back to School

RAN IN: United States

CLIENT
Shoe Carnival

AGENCY
22squared *Lead Agency

John Stapleton, EVP, Chief Creative Officer
Jennifer Tuel, VP, Creative Director
Mindy Adams, VP, Creative Director
Natalie Meeks, Associate Creative Director
Karen Burke, Executive Producer
Mary Katherine Rordam, Influencer Marketing Director
Rachel Damond, Senior Art Director
Ashley Keetle, SVP, Account Director
Megha Parikh, Strategy Director
Eduarda Castro, Art Director


Humble


King Studio


Plush NYC


SUMMARY

Shoe Carnival was in very real danger of becoming obsolete. With consumers tuning us out and competitors shouting loudly during Back to School, we had to find a way to get them to listen. To convince teens to pay attention, we had to behave like someone they would listen to: an influencer. We found the perfect fit: The King of Surprise, Zach King. His digital illusions surprised teens into loving us again. With Zach’s help, we increased purchase intent and drove sales, beating our goals during the Back-to-School season.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: DIRECT;Email;PRINT;Newspaper - Print;RETAIL EXPERIENCE;In-store Merchandizing;POP;SOCIAL MEDIA;TV;Spots (TV)

Audience: Teens (13-20)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English