Clarks launches new shoe campaign

Clarks’ new advertising push challenges shoppers to ask, “Are You Wearing The Right Shoes?”. According to Darren Day, the chief marketing officer, the initiative promotes C360 Foam technology, which debuted last year with the Clarks Pace model.

The retailer’s research discovered that 74 per cent of people who walk for exercise wear running shoes, despite the footwear needs of walking being different to running. This insight led to the creation of “tongue in cheek, social first content” that challenges consumers to think differently about their shoes.

Day explains that the campaign allows Clarks to remain true to what people value about the brand, while showing a more modern and innovative side. He highlights that Clarks has a strong association with comfort, quality, and value, but they want consumers to understand the innovation and technology behind these aspects.

The C360 Foam technology is designed to help people walk further for longer without compromising on style. Day shares that the right footwear can make a real difference to how people feel throughout the day, and that Clarks wants to challenge the idea that discomfort is something people simply have to accept.

Clarks measures success by looking at the whole customer journey, rather than a single metric. The company’s metrics include reach, impressions, and engagement across social and digital, as well as traffic to the website and footfall into its stores. It also looks at product consideration and sales.

Day highlights that listening to consumers is important, and that social media provides immediate feedback on how consumers are responding to the campaign and the product. They are constantly analysing this feedback and using it to inform what they do next.

The campaign makes use of both social media and out-of-home advertising, with ads running in key locations in the UK and US. These locations include high-footfall areas and areas close to Clarks stores, providing a strong connection between the message and the medium. Day says: “We’re asking people who are already out walking through cities, commuting or shopping, “Are you wearing the right shoes?” – and giving them the opportunity to experience the product nearby.”

Day says that the campaign is an expression of where Clarks is heading in the future, with a focus on comfort, quality, value, and innovation. They want to tell a stronger story around the technology behind their products and make it meaningful to consumers.

From a marketing perspective, Clarks’ role is to make their innovations meaningful to consumers, rather than simply talking about the technology itself. The campaign provides a simple and relatable platform to show why the technology matters in everyday life.

When people think of Clarks, they think of comfort – the brand has been owning that space for more than 200 years and it’s part of their DNA. The campaign’s focus on comfort, quality, and value is also connected to Clarks’ Back to School campaign earlier this year, which highlighted the brand’s commitment to providing comfort, quality and value to its customers.