Heritage Children's Shoe Brand Start-rite Launches Innovative Digital Marketing Campaigns

LONDON, April 21, 2011 /PRNewswire/ -- Children's fitted footwear brand, Start-rite shoes has launched two unique, digitally focused marketing campaigns, aimed to enhance brand awareness and drive customer demand for both the heritage brand's core ranges and newly introduced girls' brand Angry Angels.

The brand has appointed broadcast specialist markettiers4dc alongside its digital agency Digivate to combine the power of differing marketing tactics to ensure that its existing and newly created interactive video content is found and viewed by as many of its core audience as possible.

The Start-rite campaign will see the brand engaging with a digitally savvy section of its core parenting audience, capitalising on the growth in online media consumption through the launch of an informative, discussion based webTV series entitled "Mum's Half-Hour".

Six programmes will be hosted live, as well as available on demand, throughout June to November on a Start-rite custom YouTube channel and a number of other websites and social media environments.

Fronted by actress and mother-of-one Tamzin Outhwaite, the launch of the first episode of "Mum's Half Hour" will be supported with a host of pre- and post-show promotions across a variety of media sources, including online, broadcast and print. Activity kicks off in April with targeted radio, online and print campaigns inviting mums across the UK to become the real stars of the WebTV series as "Mum's Half Hour" panellists.  

The new video content will also provide an exciting and highly innovative interactive YouTube 'shop window' for the brand, with the application of markettiers4dc's specialist LinkTo™ technology – allowing YouTube viewers to click on product hotspots within the video and gain further information about the shoes, where/how to buy and provide the opportunity to purchase.  

Denise Aldous, Start-rite Brand Manager said: "With over 200 years experience in the footwear industry we have a long standing heritage in the children's fitted footwear sector.  But times, and our audience, change and we strongly recognise that there are a whole generation of mothers out there who may not have had exposure to both the brand and our fitted footwear proposition.  

"We want to be both innovative and interactive in our marketing activity moving forward, ensuring we continue to engage with our target audience and generate brand loyalty from parents of all ages as someone they can trust to look after their children's delicate feet."

Start-rite will also be introducing their new girls' brand Angry Angels this summer, in preparation for the back to school season, specifically designed for girls aged 10+.   Entitled the 'In their Shoes' dance series, the marketing campaign includes the production of a series of interactive dance videos and step-by-step guides, in collaboration with young talent from the famous Italia Conti Theatre Arts School and Pineapple Dance Studios in London.  

A branded Angry Angels microsite will host the video content and other girl-friendly activities and information, with a Mizz media partnership, both online and print, cross-referencing the site and providing core messaging for the target audience.  Mothers will also be reached via a series of broadcast and online competitions during the main back-to-school purchase period to heighten brand awareness.

Head of Client Services at markettiers4dc Ceriann Mullins added: "We're delighted to be working with Start-rite and their forward-thinking communications team. The campaigns see us strengthen our consumer lifestyle credentials further and provide a chance for us to bring all aspects of our business together. Innovative techniques and broadcast content will ensure the audiences for each campaign are targeted and engaged effectively to inform their purchasing decisions."

SOURCE Start-rite