Best Footwear Marketing Campaign

Winner: Schuh – Sneaker Hunt

23 June 2022

Drapers - Best Footwear Marketing Campaign

Judges described Schuh’s winning Sneaker Hunt campaign as “inspiring and truly immersive”.

The campaign was based on gaming – Schuh says 67% of its customers are gamers. The fun, interactive initiative celebrated the footwear retailer’s 40th birthday, and encouraged customers back onto the high street to shop in stores, after the successive lockdowns of the past two years.

The campaign ran from 6 to 20 September 2021 in five cities: London, Glasgow, Manchester, Liverpool and Birmingham. Customers were challenged to find digital Schuh boxes hidden across virtual and physical settings to win one of 40,000 prizes, which included holidays, surf lessons and free trainers for a year.

Customers interacted with the retailer by scanning a QR code in stores and at advertising locations, or by playing an augmented reality game online. The campaign was available across Schuh’s social media channels, billboard advertising, and videos within social platforms Reddit, Twitch and gaming platforms including Roblox.

Schuh found that customers who entered the prize draw made 18% more transactions and spent 33% more than those who had not entered. The retailer said the success of the Sneaker Hunt campaign led to a 33% increase year-on-year in-store spend in September. Opt-ins to its database also increased by 127% compared with an average week.


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Sneaker Hunt enabled Schuh staff to interact with customers in a fun and engaging way. Judges agreed that the campaign “shone above everything else” and that “it was not only innovative, but fun and relevant in a post-Covid world".

Finalists

  • Air & Grace The Rainbow Collection #brightentheday for Black Friday 2021
  • Crocs Come As You Are
  • Duke & Dexter Playboy Collaboration
  • Envy Shoes Amber Turner Fall In Love
  • Moda in Pelle Pink Weekend
  • Skechers Jamie Redknapp 360 Campaigns

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