It takes a confident and dynamic marketing agency to challenge a client’s brief for a multi-channel brand awareness campaign and reposition it in a less overtly commercial format.

The Client

Start-rite are one of the Uk’s leading designers, manufacturers, wholesalers and retailers of children’s shoes.

Start-rite’s history dates back to 1792 in Norwich, where the Start-rite head office is still based today.

In recent years, Start-rite has evolved considerably to ensure that it is using two hundred years of expertise to produce 21st century footwear that meets the needs and desires of today’s children. A wholesaler whose brand retails through a network of over 400 independent and multiple retailers across the UK and internationally.

One of the key focuses of their brand is the importance of fit for young children’s feet, they’ve spent a long time researching how to offer parents a full range of footwear, and are the only manufacturer to offer childrens shoesin up to six individual width fittings.

The Brief

It takes an enlightened client to accept the challenge and commitment of a campaign in which commerce takes second place to an overriding educational mission. That’s what happened.
We successfully pitched to develop a digital campaign aimed at new mums to promote first walking shoes.

Objective - Create a platform for communicating with New Mums on a regular basis and lock them into the Start-rite brand.

Strategy – Develop a website that provides impartial advice for New Mums on what to look for when buying their child’s first walking shoes.

Armed with a brief to develop a website that would capitalise on the brand’s reputation as a supplier, we took a closer look at the target audience – new parents, particularly mothers – and decided a less commercial, more campaign-focused angle was needed.