The Campaign

We thought that the most creative way to be the brand providing ‘all the shoes in the world’ is just making even shoes that has not existed before. So we named this project as ‘Shoes Impossible’ and opened consumer event to collect consumers’ hand-drawn ideas on ‘Shoes impossible’. Second, we made some ideas into real shoes- ‘Beeper shoes’, ‘Jekyll and Hyde shoes’, ‘Electric-shock Shoes’, ‘Diarrhea Shoes’, ‘Light shoes’. We wanted to encourage people’s participation and thought people would be stimulated if they watch that others’ idea becomes real shoes. Especially the ‘Light Shoes’ designed for street cleaners’ safety were produced in quantity and donated for street cleaners.

Creative Execution

ABC-MART executed Facebook ad about idea contest titled ‘Shoes : Impossible’ from October 20th. We received customer ideas through ABC-MART’s official Facebook page from November 1st. We uploaded a few hand drawn ideas as examples for people’s easy participation. People wrote their ideas as comments on ABC-MART’s post, or sent messages to ABC-MART’s Facebook account. And we chose a good idea every week, offered an opportunity to donate shoes for organizations such as Community Chest of Korea, regional children's center(ABC-MART provided shoes). 5 ideas which gained the highest number of likes were actualized and made into videos- ‘Beeper shoes’, ‘Jekyll and Hyde shoes’, ‘Electric-shock Shoes’, ‘Diarrhea Shoes’, ‘Light shoes’. We also made introducing videos for each shoes and uploaded them on ABC-MART Facebook page during the contest

Describe the success of the promotion with both client and consumer including some quantifiable results

Consumers’ engagement on this campaign through Facebook was impressive. We got 1438 ideas, 83 times increased Facebook page view, 1618 shares. 5 videos introducing each impossible shoes were posted on ABC-MART’s Facebook page and received 2.1 million views, 27,400 likes, 4,225 comments. Based on this impact on social media, we could create a brand awareness as a shoes multi shop. From survey result for our target, ‘Selling various kinds of shoes’ image increased by 94%. Awareness on non-running shoes/sneakers goods such as dress shoes, boots, sandals/slippers increased by 64%.

Explain why the method of promotion was most relevant to the product or service

First of all, this campaign is based on consumers’ participation. More exactly, consumers and ABC-MART collaborated. People proactively suggested their ideas about Shoes Impossible. And ABC-MART chose ideas and made them into real shoes. Second of all, this campaign delivered brand’s long term value. ABC-MART’s brand slogan is ‘All the shoes in the world’. And this campaign increased awareness of ‘Selling various kinds of shoes’ image. Since this campaign collaborated with consumers and delivered brand’s long term value, Shoes Impossible is relevant for Promo & Activation category.

We considered ABC-MART’s main target, Millennials, who feel brand’s philosophy by participating and sharing interesting ideas through SNS. Based on their preference on participation and social media, we thought millenials need ‘Brand playground’ in Facebook. We asked their participation for making impossible shoes and used ABC-MART’s official Facebook as the main platform. First, asking them imagine whatever they want for ‘Shoes Impossible’ stimulated them to think crazy ideas (such as ‘Fried shoes’), ideas to help other people (such as ‘Light shoes’). Second, we optimized campaign execution for Facebook platform. On ABC-MART’s Facebook page, we received ideas through comments and messenger. When we chose ideas to make real shoes, criteria was numbers of consumers’ likes, shares and comments. And we made videos introducing each shoes as 1:1 aspect ratio, the optimized format for Facebook mobile platform.