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Pass
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Start-rite #passiton

To gain share of voice for Start-rite during the key back-to-school period, Vista worked with leading child research business, Childwise to identify a provocative insight that we could take to the media. Amid copious reports that children spend too long during the summer holidays on ‘screens’, Start-rite was the first brand to turn the tables and give children the chance to reply.

                                                                                                                                                                                                                                                 We identified the strongest hook was within the younger, 7-8 age group. So we filmed them speaking about their feelings. The story was picked up across UK national onlines, parenting sites and Sky News TV, achieving over 34.5 million reach in the UK alone.

377 pieces of editorial reached a global audience, including ABC News and Good Morning America.  The footage inspired 37,000 interactions across five continents. 

A month after launch, Mailonline used the film again, to support a complementary news piece....and again a year later. 

Each time the film is used, the Start-rite brand is prominent, along with an undeniable truth: that Start-rite Shoes listens to childen, understands children and cares about their future.

We will never know the true reach of this campaign, due to the amount of private 'shares', but what we do know is that it was the most successful 'back-to-school' sales period for the brand to date. 

BACK

'We absolutely love it.'

THE MIRROR

'Wow, that is powerful.'

FQ

“We need to punch above our weight to get noticed in a crowded back-to-school trading period. Combining product reviews, which we can evidence back to the business drive traffic and sales from our ecommerce site, with a brand awareness campaign, was a smart strategy. The team at Vista know our brand and articulated its values incredibly well and the coverage reached into important international markets for the business. Our brief was to be brave and challenging. They certainly achieved that.”

Denise Aldous, Brands Manager, Start-rite Shoes