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Amopé: Love Your Feet. Love Yourself

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How do you get Canadian women interested in foot care and make news doing it?

We worked with Amopé, Canada’s #1 Electronic foot file brand, to turn that simple premise into national news.

Background

Amopé tasked our team to create a multi-faceted, uniquely Canadian campaign to support their entire product range during the crucial summer sales season. We built an original news-making program starring Canadian supermodel Coco Rocha, the perfect ambassador to inspire women to love their feet and feel confident with every step.

The Challenge

Amopé: Top of Mind, Bottom of Feet

  • Create a high-impact Social PR program without new products to promote
  • Increase sales through the critical summer season
  • Create positive brand awareness
  • Grow market success in the foot and nail category
  • Differentiate Amopé from its competitors

The Solution

Inspiring Foot Confidence

Our original research revealed that 36% of Canadian women don’t like their feet, and nearly 2 million Canadian women avoid situations that require their feet to be exposed.

To walk the talk we engaged Canada’s much-loved supermodel, Coco Rocha, who represents Amopé’s prime demographic to take our story beyond “beauty” media to connect with consumers. Coco shared tips on how Canadian women can feel confident flaunting their feet by keeping them beautiful, healthy and sandal-ready.

The 24-Hour Campaign

  • Toronto Media Tour leveraging Canada’s English media hub to secure national coverage
  • Toronto blogger and influencer PediParty at Her Majesty’s Pleasure with Coco
  • National interviews and media relations

The Result

+42% YOY lift in point-of-sale in August

45

earned media stories

17M+

social media impressions

23+

minutes of Facebook Live interviews

  • PediParty event attracted more than 45 media, bloggers, influencers, and stakeholders with more than 11 tier-A onsite media interviews with Coco Rocha
  • Winner IABC Toronto OVATION Award 2017 for Media Relations

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