Every shoe has a story to tell; you would know that if you ask a woman who loves her shoes. Shoe-a-holics and their collections have many hidden stories. And a footwear brand is now on a journey of collecting shoe stories. Clarks India has teamed up with leading fashion designer Rina Dhaka for its latest campaign called ‘Shoe Diaries’ that invites women to share their shoe stories and stand a chance to win vouchers from Clarks.
Designed to promote Rina Dhaka selections, the ‘Shoe Diaries’ campaign is leveraging digital to engage its shoe-savvy consumers. One can add their shoe diaries through a dedicated microsite or via the Facebook app on Clarks India’s Facebook page.
The Shoe Diaries microsite features ‘Rina’s Diaries’ along with Global diaries by shoe-loving women from other parts of the world. Rina’s Diaries lists an array of shoes from her collection like the Mini Treat, Deet Bombay, Shola Curtain, etc. You can check out each of the shoe’s features as well as a video with Rina teaming it up with the right attire and for the right occasion.
The site also displays more shoes and bags from her collection. You can click whatever you fancy and buy it right away from the Clarks online store.
To participate, click on share your #shoediaries. This leads to the Facebook app where you can upload a photo of you and your shoe selfie. There are Clark’s vouchers worth Rs. 5000 to win every week.
The Buzz is a live update of Facebook and Twitter posts made with the hashtag #shoediaries. The site also offers to take your email address in return for a special something from Rina Dhaka. I did not sign up but this probably means email subscribers will receive discount vouchers for her shoe collections in their inbox.
Here Rina has added retro styling to her business look with “Deeta Bombay” as she heads for a lunch with prospective clients:
The Clarks India Facebook and Twitter page have been driving their fans and followers to the microsite with appealing visual updates. A glance at the #shoediaries hashtag and you see a chain of shoe pictures shared by women and surprisingly by men too!
— Ruchika Das (@Fashionbyruda) October 26, 2014
— The Nocturnal Cookie (@AshmitaKhatri) October 28, 2014
Connecting with shoe enthusiasts
#ShoeDiaries simply put is a nice campaign to promote the Rina Dhaka collections by the footwear brand. Sharing pictures of your shoes on social networks every day is quite the trend among the fashion conscious folks. In fact, #shoediaries is a hot hashtag on the photo sharing network Instagram. By incentivizing this activity with gift vouchers, the Clarks campaign has just made it easier to reach out to the specific target segment – the style conscious, social-savvy, urban consumer who love to stand out with their individual shoe statement.
The microsite has a neat layout and design. Along with being high on visual appeal, the campaign is aligned well with its objective – finding the right buyer, driving them to the microsite and tempting them with discounts. Clarks India’s #ShoeDiaries is a cleverly designed Diwali campaign that makes great use of digital and social media to drive sales, what do you think?