SCHUTZ
GLOBAL BRAND POSITIONING, PLATFORM & CAMPAIGN
BUILDING A Brazilian FOOTWEAR ICON’S global footprint
The Challenge
Reposition and develop a brand platform for one of Brazil’s most prominent fashion footwear brands to regain market share and relevancy in Brazil and drive growth for the brand in the United States.
The strategy
Identified a common thread between Brazilian and American women's aspirations was to define expressiveness that blended substance and sensuality. And not trade away, either. By leaning into an aspirational behavior, the global audience could see themselves in the product and brand and support its purpose to “Live With pleasure.”
The Idea & Execution:
BECAUSE is about being exactly who you want to be and never apologizing for it. It’s about trusting yourself and being unashamed of precisely who you are. Multiple campaigns, channels, and activations featuring Adrianna Lima worked across various channels and invited women to adopt the “Because” mindset. #BecauseSchutz platform powered numerous brand activations, product launches, influencer programs, and global store launches.
The Result:
BECUASE helped drive 2.3% annual growth across the two markets, with 42.2% growth in the US as the brand reached a new audience. Digital sales increased 400% across both markets.
