With affordable brands and multiple styles, Deichmann’s got parents and kids covered for back to school.
What was the goal?
Parents want affordable, quality school shoes and kids want big brands. The solution: Deichmann! Refinery’s challenge was to increase awareness of Deichmann’s offering and Buy One Get One Half Price offer.
What was the insight?
Kids, especially teens, are more influential in the decision making process than you might think. While parents are motivated by things like value and quality, ultimately kids are the end user - they want the latest shoes in styles that express their individuality.
What did we do?
In our 30”, 20”, 10”, and 6” BVOD and OLV campaign executions, we flew through a school playground and focused how different Deichmann shoes matched each kid’s style. We complimented the main execution with an organic ‘Ask the Experts’ reel; a shareable and funny piece of content where kids gave honest answers to what their ideal shoes would be.
