Footaction needed a new approach for a back to school campaign that would launch in different geographical regions based on when students went back to school. We needed to drive brand awareness & engagement by developing breakthrough PR, digital/social content and activation that elevates Footaction’s credibility as a style resource.
Praytell helped Footaction create a campaign strategy that combined regional artists with the latest back to school fashions. – No One Way. The campaign featured both a national release as well as partnerships with local, emerging creative directors for an approach that was scalable and differentiated. We provided a robust digital strategy and breakthrough content to express a refreshed brand ethos – tied to an activation plan that created localized product stories and a model for the brand to participate in youth culture.
Our launch event featured 16 journalists, 4 regional Creative Directors, DJ Enuff and social content to support organic and paid initiatives. Praytell also created website creative and landing pages, IG ads and stories, store collateral, t-shirt designs and physical printed ‘look books’. Praytell secured 31.6MM organic impressions, 150+ engagements, 300 earned placements and 63.6MM earned media impressions.