Clarks

Back to school 17/18

Clarks’ first school shoes for little girls and boys make the transition between pre-school and school that little bit easier – after all, starting school is a big step. Clarks’ shoes are designed specifically for little feet. Their range of infant school shoes use soft leathers, comfort enhancing technologies and padded collars to ensure feet are cared for all day and all play long.

Our mission / brief

The 2017 strategy focuses on our young heroes above, and their inquisitive, slightly nervous thoughts about starting school. Online channels present a unique opportunity to personalise and build upon this concept. We were tasked with ensuring the campaign focused on boys’ and girls’ shoes separately, covering a wide variety of formats across desktop and handheld platforms. We were specifically asked to look at ways of reducing previously-shown fatigue of creative across its month of running up to the start of term.

Image module

Our strategy

After careful research, we proposed 3 different creative concepts, working with the available assets.

By pushing the latest dynamic technologies, we were able to use these strategies to produce 9 different messaging sets to be released in stages throughout the lifespan of the campaign.

In doing this we maintained a freshness, reducing repetition and brand fatigue in a crowded playing field of Back to School campaign messages.

Execution 1

Dynamic video storytelling

In Detail

The beauty of the footage of our heroes is our insight into the subtle depth of anxieties about starting school. Available data told us 30 seconds of video is far too long for desktop and mobile; instead we dynamically served the footage in 3 phases across the campaign’s duration. Additional dynamic switching changed the call-to-action from one of exploration to another of purchase. We were able to maintain the drama by meticulous editing of the footage to make the best of the space, however awkward.

Image module
Image module
Image module

Execution 2

Dynamic interactive hotspot creatives

In Detail

Clarks’ shoes for children are exceptionally high quality, with fastidious attention to detail. How to get this detail across in non-rich media desktop and mobile ad placements? We created formats again focusing on girls’ and boys’ shoes separately. With simple interactivity, hotspots zoomed in on key areas of detail in the shoes. The production was expertly planned to guarantee the detail would be a level of quality to match the craftsmanship of the shoes. Again, the campaign call-to-action dynamically switched mid-campaign from exploration to purchase.

Image module
Image module
Image module

Execution 3

Dynamic interactive hotspot creatives

Image module

In Detail

Digital campaigns using formats with low filesize are ideal for large reach of devices and platforms. Using the same approach of dynamic call-to-action as the other campaign concepts, we maintained the highest level of detail, which was vital to the integrity of the shoes. Through our honed understanding of working with restricted digital assets, the same quality and richness was achieved for the photography of the children. As a result, quality matched the rich media, with filesize so low the ads could be run within the lowest serving costs; a real bonus to the campaign’s penetration.

Show me more