Redfoot – Fashion & Lifestyle PR Case Study

Client Objective

• Launch After Party Shoes to the UK Market, promoting them as the original foldable shoe
• Raise the profile of Redfoot as a unique and innovative brand.
• Drive consumers to the website, and ultimately increase sales

Strategy and Implementation

• Used network of fashion contacts to launch ‘After Party Shoes’ to women’s consumer media
• Maintained journalist interest with innovative press hooks, feature ideas and seasonal campaigns
• Arranged regular ‘Tried and Tested’ features across TV and national print media, highlighting the durability and unique design of After Party Shoes
• Generated widespread appeal and interest in the product, through targeting business, trade, travel and men’s media in addition to women’s fashion.
• Secured high profile charity collaboration and goody bags opportunities, to raise the profile of After Party Shoes

Results

• Secured regular high profile product placement across the national media over a 12 month period including:
• National and Regional Newspapers – Daily Mail, Daily Mirror, The Sun, The Guardian, The Independent, The Times Sunday Express S Magazines, The People Take it Easy Magazine, The London Paper, The London Lite
• Women’s Consumer  – OK, Reveal, Bella, Shout, Bliss, Star, Cosmopolitan Online, LOOK Online
• TV and Radio – GMTV, Galaxy FM, Channel M
• Positioned After Party Shoes and the Redfoot brand as the market leader, leading to high profile collaborations with the Pink Ribbon Foundation for Breast Cancer Awareness Month and HBO for an exclusive Sex and the City Partnership
• Arranged for Redfoot to be Official Suppliers of the 2008 Brit Awards Gift Lounge and for celebrities including Holly Willoughby and Natasha Bedingfield to be photographed with After Party Shoes
• Redfoot attribute a large amount of the success of After Party Shoes to PR and the work of PHA Media. PHA are now working on the launch of Redfoot’s first foldable men’s loafer in addition to promoting the women’s A/W Collection and Sex and the City Partnership