Client Background
Empower. Elevate. Inspire. Educate. When it comes to the sneaker community, Black women are often overlooked and undervalued, even though we bring so much to the culture. Kicks & Fros is a space for US, a table created so that we can uplift and empower women to keep taking risks, expressing ourselves, and creating a new status quo. We're having fun with sneakers, and educating women who are ready to unleash her inner SneakHERhead. We ALL have a sneaker style. Kicks and Fros helps you find yours.
Objective
Kicks & Fros wanted a creative way to launch their sneaker cleaner to their community and beyond. While they sold e-commerce products before, the cleaner was their unique formula so they needed a solid launch strategy, across digital and experiential, to ensure the ROI surpassed their start up costs.
Solution
We researched the industry and saw how competitors were marketing their sneaker cleaner and instead of relying solely on product photography, we crafted a compelling video campaign using the founders first introduction to sneakers as the foundation. An ode to 90’s nostalgia, we made the campaign into mini-commercials that were quick, yet engaging and memorable.
implementation
Digital Marketing Launch Strategy for K&F Sneaker Cleaner
Email Marketing Creation and Managment
Campaign Launch Video Ideation and Production
Influencer - UGC Campaign Development / Management
Immersive Event Ideation and Production
Meta/Instagram Ad Creation and Management
creative ASSETS
Kicks & Fros is pleased to present to you their very own sneaker cleaner on #NationalSneakerDay!
What can we say, it’s SneakHERhead Approved! Check out Ep. 2 for a quick and easy tutorial on how to #CareForYourKicks
Impact
Since the launch of the Kicks & Fros Sneaker Cleaner, the brand has been able to partner with major brands like Jordan, Social Status and Cantu. With the help of PR, the founder has been able to promote the brand nationally on platforms like Good Morning America, WBTV, Black Enterprise and more. The K&F brand has been able to garner support from not only their community, but the sneaker world as a whole. The lessons learned through this project is that experiential events coupled with strategic email marketing is a large contributor to sales during the launch period. Social media get’s them interested but the IRL moments help to seal the deal.