It’s hard to turn on the TV these days without getting an eyeful of shoes. Whether it’s retailers DSW, Zappos.com and Marshalls or brands such as Skechers and Reebok, the airwaves are seeing renewed activity from the footwear market.
Crocs, for instance, debuted its first mass-market campaign at a crucial time this spring, when the brand had fallen out of the limelight, said VP of marketing Ken Chaplin.
“Where we got the most responses was the TV campaign,” he said. “It was absolutely worth it, and we’re looking to reprise it [this fall].”
Jennifer Warren, VP at the GSD&M agency, which works with Marshalls and T.J. Maxx, said broadcast and digital advertising are learning to coexist. “People are trying to use TV in a different way. Most people who are watching TV are also online. Now marketers are realizing that and trying to leverage that.”
The Zappos Zappets characters certainly made their presence known this season, generating serious buzz on-air and online.
“Our customers are excited to see our personality and culture come to life,” said Michelle Thomas, senior brand marketing manager for the e-tailer. “We’ve even gotten a lot of requests from customers to have a Zappet modeled after them.”