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NEW YORK — Stuart Weitzman is looking to go viral with its Made for Walking fall marketing campaign, which features Kate Moss and kicks off tonight.
The model shot a video this summer — strutting down several central London streets to Nancy Sinatra’s “These Boots Are Made for Walkin.’” The almost-two-and-a-half-minute film will be shown at the brand’s international flagship opening in Milan tonight.
This story first appeared in the September 19, 2013 issue of WWD. Subscribe Today.
“What we really wanted to do was end up owning the word ‘walk,’” said Susan Duffy, Stuart Weitzman’s chief marketing officer. “We are a brand that combines comfort and style; no matter how high the heel, you can walk in it all day and dance all night.”
A blogger party in New York will also take place this evening to show the film, and on Friday the #madeforwalking initiative will go live — including a YouTube short and an Instagram contest encouraging followers to make their own videos using the dedicated hashtag. The brand worked with producer and DJ Brendan Fallis and singer and songwriter Andrew Watt to create a music mash-up using Moss’ voice from behind-the-scenes interviews.
“Print was the first step [in our marketing strategy], and developing a visual vocabulary that was immediately recognizable was our primary desire. Once we did that, we wanted to layer on and extend our reach,” Duffy said of using the hashtag #madeforwalking, which will serve as the brand’s social tie-in for the program.
Digital has become an increasingly important push for the company as e-commerce sales on stuartweitzman.com have nearly quadrupled in the past 18 months. Mobile transactions now comprise 35 percent of the company’s online business, up 380 percent since early 2012.
The company’s primary concentration in the space has been the creation of online content, search engine marketing, search engine optimization, e-mail, text message outreach and blogger programs, Duffy said, adding that the secondary focus is on social media and branded digital media spend.
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