Clarks: Indigo Indulgence

To sell shoes to women, you need to know how women buy shoes. Word of mouth is crucial, but how can you get it started? The answer is to find a group of individuals with enough connections and the influence to get people talking… and buying. Cercone Brown targeted local hairstylists near Clarks retail stores to launch the Indigo Indulgence campaign. For 30 days, the stylists wore nothing but Indigo by Clarks shoes. Happy stylists were encouraged to give their own customers coupons that encouraged women to seek their own signature style. The shoes' perfect blend of comfort and sass was the talk of the beauty shop, resulting in a fantastic word-of-mouth campaign.

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