Skechers

OBJECTIVE:

To introduce a brand new category of toning footwear (Shape-ups) to the U.S. market, and to educate consumers on the benefits in order to drive demand and purchase.

STRATEGY :

Women’s Marketing expanded the media footprint across a broad range of print publications in order to expose an entirely new generation of older consumers to the Skechers brand.  Print media was complemented with targeted out-of-home advertising in select markets…including bus wraps, billboards, phone kiosks, subways and mall media…to drive sales at key retail outlets.