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The Task:

Charles Clinkard is a family-run retailer based in the North East that’s been around since 1924. The company has 33 stores nationwide and provides footwear for every generation.

At the start of 2014 managing director Charles Clinkard decided the company needed to do something special to mark the company’s 90th anniversary. He and the management team wanted to celebrate the milestone by raising the profile of the company, at the same time as finding a way to offer their loyal customers something extra.

Solutions & Results:

We worked with the management team to devise a campaign that shone a light on the service provided to family members of all ages. The Walks of Life campaign was born, celebrating the anniversary and encouraging customers to think about the walks of life they’ve taken in Charles Clinkard shoes, from the first day at school to walking down the aisle, or jetting off to far flung places.

The campaign was rolled out across a wide range of collateral from carrier bags to window clings, pin badges to online giveaways.

A series of engaging press releases and media-style imagery focusing on the many commercial successes enjoyed during the 90th year helped further strengthen the profile of the company within business media.

We also translated the campaign into a national competition – Win Shoes for a Year – which was managed via a cleverly constructed online app, designed by our in-house team. Customers were asked to upload pictures of themselves to an online gallery, wearing Charles Clinkard shoes. The competition reached hundreds of thousands of online users and increased engagement with the brand across all social media platforms.

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