Kids Foot Locker

“When The Geppetto Group does advertising, you know that it’s going to work.”

- Stacy Cunningham, Sr. VP Marketing & Advertising

Issue:

Kids Foot Locker had the brands but didn’t have the foot traffic they wanted during the key back-to-school season. They also faced the perennial retailer challenge of having to promote their store as a destination, as well as the shoe brands themselves.

Insight:

KFL had been appealing to moms with the message of “The Right Fit”. We knew that the opportunity was to connect with kids. Sneakers remained a purchase where kids exerted the greatest influence, despite the fact that most companies preached a message of performance and athleticism that was unattainable to tweens. “I used to love sports, but now it’s too stressful and I don’t get picked anymore.”

The invitation to “Be Like Mike” was polarizing to kids who were facing their limitations for the first time. The key was to celebrate the more inclusive, social aspect of sports and to replace the mom message of “Fitting Right” with the tween message of “Fitting In”.

  • KFL TV: “Faces”
    KFL TV: “Faces”
  • KFL TV: “Puppet”
    KFL TV: “Puppet”
  • KFL TV: “Sauna”
    KFL TV: “Sauna”
  • KFL TV: “Dreaming”
    KFL TV: “Dreaming”
  • KFL TV: “Bling”
    KFL TV: “Bling”
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Solution:

We knew that KFL could own an understanding of how athleticism differs from adult to adolescent. Using our Translating Tweens study, we created KFL’s “You Game?” campaign, resulting in the first-ever kid advertising for Nike, adidas and Foot Locker.

From TV to in-store to promotions, we not only ignited sales of the hottest shoes, but inspired sustainable brand allegiance too.

Results:

  • The campaign beat the 25% sales goal with total back-to-school store sales increasing 34% versus same period YA (despite a BOGO program YA).
  • Sales peaked an astounding 51% t the end of that period.
  • Sales of individually featured shoes increased as much as 693% versus YA.
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