Danish shoe brand, Ecco, has partnered with its digital agency, Agenda Shanghai, to launch the digital campaign that unveils its new 2014 spring/summer collection in China. The four-week campaign ends on March 31, 2014.
‘Know a man by his shoes’ is accompanied by eight interactive videos with different style of men’s shoes and the campaign site. ECCO China continues to partner with Yoka, a fashion website in China, and focuses on expanding and strengthening the consumer awareness of the brand and its products. In addition, it leverages the strong media resources of YOKA to promote and integrate with the Youku/Toudu video portal and the iWeekly mobile app as well as two main social networking platforms, Sina Weibo and WeChat, to achieve maximum media effectiveness.
“Our insights revealed a unique opportunity to talk to both males and females about how you can really know a man by his shoes. That can truly be a good judge of character,” said Chris Jones, Executive Creative Director, Wunderman China Group.
Ecco China worked with its fashion ambassador, Qin Lan. Examining shoe styles of men through her fashion lens, Qin Lan advises men on finding the most suitable pair of shoes from Ecco’s new spring/summer men’s collection that matches their personal style and casts a perfect image with the ladies.
At the same time, Qin Lan suggests that women consider looking at the type of shoes men wear as that symbolises great conduct and his progressive nature.