SOREL will utilize a program Shazaam provides that enables the consumer to scan the page by using the function on the Shazaam app that a majority of our target audience already have downloaded on their smart phone or tablet. The image of the entire print ad's page will redirect them to a link where they can set the inserted plastic prism on their screen and see hologram images of SOREL shoes, giving them a more complete 3-D view of the shoe and what it looks/feels to walk in any SOREL shoe without having to go into a physical SOREL retailer.

social media:

SOREL will also begin including a Pinterest "Pin It" button for each item featured in its newsletters to e-mail subscribers, since our research showed that 34% of our target audience makes their fashion choices based on Pinterest boards, and 64% of our target audience uses both Pinterest and Instagram boards to make fashion choices. We also found that half of Pinterest users create boards specifically for a purchase decision. Also, 30% of women on Pinterest are more likely to shop or buy online and are willing to spend more on average. 

Non-traditional:

Subway grates are notorious for heels getting stuck in them and ruining expensive shoes. With SOREL, however, you don't need to worry about that. These bridges work in a physical sense, by protecting your precious heels as you strut fiercely over the subway grate, but also as a metaphor for the brand. With SOREL shoes, you wouldn't need a bridge, because you're protected in any occasion, even in heels! 

SOREL will create a runway that would be the worst nightmare of anyone in heels that are not made by SOREL. People from the street will be able to come up to the runway and test out the shoes as they walk through the twists and turns of this non-conventional runway. This way, the audience will get to experience the shoe and feel the comfort, witness the protection, and have the confidence to know that she is always prepared, whether it's hiking or clubbing. 

This runway will also be able to fold up into a truck that will relocate it to the fashion capitals of the US (see brand book for details), making it easy to use over and over again, from city to city, or even for an annual event. 

Design:

This packaging will not only showcase an appealing look for industry trend setters, but will also showcase the empowerment that women get from wearing SOREL shoes. In addition to this, we took the packaging one step further by incorporating interactive elements. The band is made of homemade paper strip that remind customers of SOREL's outdoor, durable origins, while the inside of the box includes a challenge and a way to showcase their results.

BRand MAnifesto:

Deck:

The Squad

Account Manager - Hayley Stephens
Strategist - Yolanda Saetern
Media Planner - Sam Sullivan
Copywriter - Annabeth Seydel
Art Director - Michelle Gilman
Producer - Michelle Gilman
Designer - Michelle Gilman