START-RITE SHOES STEPS UP ENGAGEMENT AND LAUNCHES VIRTUAL SHOE WORKSHOP

Start-rite Shoes, the children’s fitted footwear brand, has this week launched an interactive website based around a magical shoe workshop which allows parents to create a personalised video starring their child.

Online PR News – 21-November-2012 – London – Start-rite Shoes, the children’s fitted footwear brand, has this week launched an interactive website based around a magical shoe workshop which allows parents to create a personalised video starring their child.

Parents who buy a pair of Start-rite first walking shoes will be invited to enter Mr Smith’s online Gepetto-style magical shoe workshop. After entering a unique code on the new website, which they’ll be given at the point of purchase, they will upload information and pictures of their child’s memorable milestones which will appear in a personalised three minute video automatically created by the site.

The video features the child’s name, birthday, home town and photos of their special ‘firsts’ – anything from first steps to first birthdays and first teeth – the lasting digital keepsakes can then be shared with family and friends via Facebook, email and Twitter.

The concept marks a major shift in strategy for a brand which up until 2010 had very limited digital presence. It was developed and created in conjunction with Start-rite’s digital and broadcast consultancy markettiers4dc which in the past two years has also created the brand’s Facebook page, YouTube channel and produced the series of online web TV shows ‘Mum’s Half Hour’, featuring guest panellists of mummy bloggers.

Eve Davies, Start-rite Shoes brand director, said; “In the last two years we’ve placed our marketing focus on bringing the Start-rite brand firmly into the 21st century, whilst retaining the traditional values and heritage that is an inherent part of our organisation. Enhancing our digital presence has been a core part of this strategy.

“We understand how important memories of your children’s ‘firsts’ are, and of course, first steps are a major milestone for all parents. The personalised video is about much more than shoes though, it takes the already special moment of buying your child’s first shoes to an altogether new level, and one which will enhance the customer experience and build deeper engagement with the brand which we hope to maintain throughout a child’s development.”

Ceriann Mullins, head of client services at markettiers4dc, added; “Having worked with Start-rite since 2010 we’ve assisted the brand in growing their digital media presence from a limited base. The YouTube channel we created has received almost a quarter of a million views and the success of the Mum’s Half Hour strategy proved that enabling the core customer base to interact with brand-led video content really works.

“The First Shoes virtual shoe workshop is just the next step in this customer engagement programme – directly linking the digital marketing concept with point-of sale which will in turn allow the brand to capture valuable data and monitor engagement levels.”

Start-rite Shoes traces its history back to the late 18th century and leatherworker James Smith, who made affordable leather shoes from his small shop behind Norwich market.

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Claire Hope
markettiers4dc
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020 7253 8888