caleres & Dr. Scholl’s Shoes
STRATEGY // VIDEO // PHOTOGRAPHY
The Opportunity
Dr. Scholl’s Shoes, a global footwear brand distributed by Caleres, creates innovative shoes in playful, stylish designs for a healthier life.
This American heritage brand has roots in 1960s fashion, building timeless looks with effortless style. Dr. Scholl’s partnered with Novel to develop ways to showcase the brand’s values by telling the stories of people who embody the brand across a diverse set of content and media channels.
Research, Strategy + digital
First, we dug into Dr. Scholl’s Shoes values, history and objectives to find out what makes them truly unique. They’re passionate about designing on-trend footwear without compromising quality and comfort—obsessing over the feel of the fit, and how the shoe performs throughout the day. What results are perfect products for people on their feet daily creating things.
Dr. Scholl’s Shoes partnered with Novel because of our unique point-of-view, background in publishing and our wide-reaching community of interesting people. We knew that to tell Dr. Scholl’s Shoes’ story effectively, we needed a group of aspirational and accessible subjects to drive this content. So, we chose creative entrepreneurs who work on their feet—people who love what they do and utilize quality products to support their successful careers and fulfilling lives.
Building A Campaign
Drawing from our community of creative powerhouses, we scouted a diverse list of potential subjects across the United States. We worked in tandem with the Dr. Scholl’s Shoes team to create our first group of on-brand, real people that could collaborate.
After solidifying a plan, we produced and executed on a photoshoot and video series that would propel the campaign. What resulted was a robust library of content that evolved into the “Do What You Love” concept. Next, we drew on our experience in event production, media and print publishing, public relations and marketing to craft a promotional strategy that included website, social media, email marketing, event and guerilla plans. Promotional messaging, content calendars, best practices and sample copy all fleshed out that strategy. To ensure this campaign was a success it was important to walk with this project from inception to launch.
MOVING the Needle for Dr. Scholl’s Shoes
"Our marketing work with Novel has been a game changer for the Dr. Scholl’s brand. The team at Novel serves as an extension of our internal team and has demonstrated strong tactical abilities but even stronger strategic aptitude. The team is sharp, focused and dedicated – working diligently to understand our consumer, the competitive landscape and continually producing innovative solutions to business challenges. Best of all they are fun, sharp and genuinely interested in making our business better."
—Holly Campbell, Vice President Marketing, Caleres, Inc.
