Socks and sandals are SO hot right now. But then again, they’ve always been in-style–at least for those in-the-know (I’m looking at you, ninth grade biology teachers). When our team realized there was no holiday for socks and sandals (sacrilege!), we decided to claim the month of May in the name of fun, kooky comfort.
This was a huge campaign involving many teams. I was fortunate to have been included, start to finish; from helping to brainstorm the campaign and its touchpoints to presenting it to stakeholders and executing content. This included creating the copy positioning, writing web, email, blog, and in-store signage, helping with video shorts, and more.
The “how-to” email boosted unique visits to the blog by 117%.
The “how-to” post was KEEN’s top blog post in May, garnering 3,000+ unique visits during the month.
Click through to read the full post.
ROLE: Co-created the concepts, plus storyboard scripting and headline iterations
Idea: Claim every holiday in May
Every day has a holiday—real or otherwise. National Pizza Party Day. National Sunscreen Day. Etc. With each :15 sec video, we’ll kick aside/interact with items that represent each holiday—and then claim the day for International Socks and Sandals Month.