Cole Haan
Try On The Future
During the late summer of 2016, Cole Haan, known for their contemporary dress shoes, was set to revolutionize the shoe industry once again with the release of two new product lines, 2.ZERØGRAND and GRANDEVØLUTION. By building on the success of Cole Haan’s legacy product, Cole Haan was on a mission to further reinvent the classic dress shoe by blending sports technology with an innovative, comfortable design.
Services
80%
of site visitors were new to the Cole Haan brand
61 SEC
Average time spent on Facebook Canvas units
60%
Average content engagement, double the industry benchmark
Challenge
The 2.ZERØGRAND and GRANDEVØLUTION’s market entry had to captivate both longtime brand advocates and young working professionals alike. Since these products were new and revolutionary, awareness was top of mind for the brand.
Cole Haan utilized PMG to create an audience-first, future-forward creative strategy that reflected the elegance of the Cole Haan brand and the innovations behind the new product designs through thoughtfully curated content and media planning.
Strategy & Approach
The campaign was built on Cole Haan’s partnership with cultural influencers to curate a branded experience tailored to the professional go-getter, empowering each influencer’s audience to “Try on the Future” of Cole Haan footwear. By uniting with talented craftspeople who lead the innovation efforts of their respective industries, Cole Haan was positioned as footwear that offers a classic style with modern functionality; a perfect pairing for working professionals.
With layered, tech-driven animations elevating the digital assets, the product creative and influencer content amplified the two new product lines to new audiences across social channels and encouraged followers to dive further into the story behind the brand’s elegant and innovative craftsmanship.
Results
The campaign was a huge success; harmonizing Cole Haan’s revolutionary styles with the strategic placement of influencer content. So much so that during the campaign, 80% of site visitors were new to the Cole Haan brand. By weaving together storytelling content from prominent leaders with dynamic product creative, Cole Haan experienced 2x the engagement on published content and energized a newfound customer base to advocate for the brand across industries.
