Submitted by: Tasneem Mahbub 16/06/2017
Concerned that people regarded Clarks as frumpy, the shoe brand wanted to change this perception to stylish, targeting a female audience who want their footwear to be both fashionable and comfortable. But while they wanted to build aspiration and desirability, Clarks also wanted to retain their existing customers, ensuring consistent brand behaviour and experience.
So the brand turned to Time Inc UK, the publishers of Look, Marie Claire and InStyle, who created a fully immersive campaign with a focus on ‘effortless style’. As well as a virtual square featuring eight online stores, including the Marie Claire Beauty Room and a Clarks boutique, each title ran three spreads and an advertorial in their print editions, showing real-life consumers shopping in key cities across the UK. Taken with areas in key Clarks stores styled by editorial teams and a style academy held at Clarks’ HQ in Somerset, the multiplatform campaign was a huge success.