2014 Winners & Shortlists

Results and Effectiveness

In just three months Level had a user following made up of its desired and niche audience. Through the idea of a shared shoe obsession, interactive digital media, and inparticular #ShoeLoveIsTrueLove, engagement rose 9% on Facebook, 21% on Instagram and the brand had over 25,000 unique engagements on Twitter. The Level digital ecosystem that was created surpassed all client benchmarks and overall achieved 96% organic growth month-on-month on our social channels, to firmly positioned Level as the shoe connoisseur.

Creative Execution

We targeted our on-the-go niche audience, through an interactive, mobile-led, social content and created an ‘always-on’ paid media strategy that focused on all things SHOE! This content and social driven strategy centred on a Instagram competition that was launched with the hashtag #ShoeLoveisTrueLove. Level was the curator and invited its audience to take, share, tweet, tag and snap picture of their passion for shoes. Images of users’ favourite shoes, desired shoes and shoes to make all their dreams come true flooded in to create relevant original content, connectivity, engage users and generate a strong brand affiliation for the future. A densely knit social-ecosystem leveraged this activity through other social presences and media, applications, email, in-store activities and sales, that all worked together to build a solid and unique online brand identity and launch Level into the digital and luxury marketplace.

Insights, Strategy and the Idea

Level Shoe District, a new, luxury retail brand in Dubai, opened its doors with the promise to fulfil every shoe lover’s desire within one, unique, concept store. Level had yet to begin online consumer communication, and with no website, creative assets, content or brand heritage, it needed to create an audience in the digital space, and what better way than around a shared love of shoes. We knew from extensive social-listening, Level’s target audience were a niche Generation-Y group that were young, trendy, tech-savvy and early trend adopters. They not only wanted to shop, but wanted to shop socially and visually with their wider networks, via their mobiles. Our challenge was to build in real-time online brand equity; create user-generated content, within Level’s luxury parameters; drive footfall to the store and digitally launch Level in a unique way, to emphasise its bespoke concept.