Fashion As
It Should Be

Ziera

High fashion can be highly ridiculous, setting unrealistic standards via models that are dangerously thin, wearing absurdly impractical clothes and walking around in shoes that must feel excruciating.

So to launch the new Autumn/Winter 2016 season range, which had been designed with more on-trend styles than ever, we wanted to change the conversation, and get women to realise that they didn’t need to sacrifice fashion for comfort. With Ziera, you get the holy grail - shoes that look great and feel even better.

  • Content Creation
  • Content Production
  • Creative
  • Print Production
  • Social

Audience and insight

For this campaign, Ziera wanted to look further than its loyal ‘On your Feet’ audience. Without alienating our core shoppers, we sought to appeal to 40-year-old-plus ‘Style Savvy Working Women’.

We knew that these segments make sacrifices with competitor brands – ‘On your Feet’ sacrifice style, and Style Savvy Working Women sacrifice comfort. So we created a campaign that showed you can have it all with Ziera, positioning the brand as the one for women who do it all, looking a million bucks while doing it.

Audience and insight
Fashion As It Should Be - The Concept

The Concept

The campaign’s cornerstone was a humorous and thought-provoking video content piece that lampooned the ridiculous lengths some women will go to for fashion. We dramatised the everyday trials and tribulations of over-the-top fashionistas struggling with great looking, but poorly fitting high-heeled shoes.

Each scenario was based on relatable moments, depicting everything from plasters covering multiple blisters to ankles being twisted. The concluding line, ‘Fashion As It Should Be’, illustrated that Ziera represented a viable option. After all, once you experience the comfort of Ziera’s fashionable range, why would you settle for anything else?

This payoff positioned Ziera shoppers as smart women who care about fashion, but refuse to become slaves to it.

The Execution

The campaign’s first phase used our video content and concluded with limited Ziera payoff to whet the viewer’s appetite to find out more. For wide exposure, and to build engagement and reach, we used Facebook and Instagram, leveraging our owned pages and strategically promoting posts. The content didn’t rely on sound, so it caught the attention of users who saw it mute while scrolling through their feeds.

The second phase occurred through print, in-store, and on owned channels. Each piece reinforced our fashion credentials in a more familiar manner, to appeal to newer customers plus existing Ziera fans encountering the campaign at an in-store and mailer level. We also partnered with Bauer to showcase the range in Next magazine fashion editorials – a fresh, new approach that represented a significant departure from the Ziera of old. A large PR investment ensured other media picked up on the game-changing style lift the new range represented.

Fashion As It Should Be - The Execution

The Results

.4 million

was seen by NZ and Australia in the first two days

%

new customer sales
 

The campaign won a
gold Effie award – one of only seven golds awarded on the night.

Fashion As It Should Be - The Results - Awards

%

increased by the new customer visits to the website

.1 million

views across all social media and digital platforms

Our rallying cry was adopted by news media, receiving national coverage on TVNZ’s Breakfast.

.4M

was seen by NZ and Australia in the first two days

%

new customer sales
 

%

increased by the new customer visits to the website

.1M

views across all social media and digital platforms

The campaign won a
gold Effie award – one of only seven golds awarded on the night.

Our rallying cry was adopted by news media, receiving national coverage on TVNZ’s Breakfast.