Coore Foundation DM GROW SOLE INTEGRATED CAMPAIGN by Cementbloc

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency Cementbloc
Photographer Dan Witterman
Released February 2012

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
President: Ann-Marie Coore (The Coore Foundation)
Partner/Creative: Elizabeth Elfenbein (The Cementbloc)
Partner/Creative: Stephanie Berman (The Cementbloc)
Assistant Creative Director/Copywriter: Steve Walsh (The Cementbloc)
Senior Copywriter: James Ferber (The Cementbloc)
Photographer: Dan Witterman (The Cementbloc)
Media placement: Social Media - You Tube, FaceBook, Flickr, Twitter - 14 February 2012
Media placement: Environmental Guerilla Ads - Elevators, Bins, Snipes At Event - 14 February 2012
Media placement: Postcards - In-Mail - 14 February 2012
Media placement: Adverts/Posters - Convergenttimes/ Events - 15 April 2012

Describe the brief/objective of the direct campaign.
Help the non-profit organisation Girls Right of Way (GROW) get gently worn shoes out of the closets of people who aren’t wearing them anymore and onto the feet of deserving children in developing countries. Shoes, of course, keep feet warm and dry. But by preventing infections and diseases like tetanus and hookworm, they can also help keep kids healthy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The multichannel GROW SOLE campaign celebrates the sole-fulness of giving your gently used shoes to someone deserving. The campaign included posters, environmental guerilla ads, social media, and giant bins for collecting shoes.

Explain why the creative execution was relevant to the product or service.
Giving something as simple as a pair of shoes to someone who really needs them has implications that go far beyond the shoes themselves.They can lead to better health, better attendance in school, and even a better education. So the donation of shoes is a soulful, or sole-ful thing to do. The creative execution also highlights the many personalities and varieties of the shoes themselves, so even the footwear has not only sole but soul.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
92% of employees at the pilot site donated at least 1 pair of shoes. Over 700 pairs of shoes were donated in all. The in-house campaign was so successful that the GROW SOLE Project is now launching in worldwide in thousands of Methodist churches and universities.