ROTHY’S: “THAT’S MORE LIKE IT”
Brand Campaign
driving mass awareness for a sustainability leader
Develop a campaign to drive increased awareness and create new fans of the brand, Specifically, by telling the story of Rothy’s beyond its product to demonstrate it’s an innovative approach to sustainability.
The Challenge
Having kept 400,000 pounds of plastic from reaching our oceans and transforming plastic bottles into thread used to manufacture products, there are no limits to what this brand can deliver, both in style and sustainability. But Rothy’s needs to inspire consumers by demonstrating what a shoe can do, not just what a shoe is.
The strategy
‘Imagine What A Shoe Can Do’ shows how Rothy’s is a category of one. ‘The Rothy’s Effect’ - showed how it altered your world once you tried the shoes. Brand awareness tactics were augmented by direct response assets to highlight product attributes. The Evian x Rothy’s partnership took 15,000 Evian bottles from the US Open and turned them into a full product range.
The Idea & Execution:
The Result:
3mm new brand-aware consumers generated the most successful sales quarter in the brand’s history and increased cultural awareness through Evian x Rothy’s partnership.
Key brand attributes were highlighted in Social/OLV driven videos.