THE CHALLENGE
SERVICES
CONTENT CREATION
SOCIAL MEDIA MANAGEMENT
PAID ADS
BRAND PHOTOGRAPHY
Vegetarian Shoes is a footwear brand producing cruelty-free, vegan-friendly shoes, boots, and accessories since 1990. The company needed a refreshed social presence with more engaging content and a stronger, more consistent brand voice. Working with their existing brand identity elements I developed a series of campaigns, some intended to retain existing customers while others focused on attracting new audiences. With frequent promotions and a large product range, the challenge was to create purposeful and engaging content that moved beyond simple promotional content. However with a rich, largely unknown history and strong ethical standpoint to pull on – this challenge was easily overcome.
THE APPROACH
Working closely with the Vegetarian Shoes team, I manage and deliver content across all their social channels. This includes planning, creating and maintaining content that supports seasonal campaigns, product launches and day-to-day brand storytelling.
CAMPAIGNS
CELEBRATING LEGACY
Long before Vegan footwear became popularised and 'on trend' Vegetarian Shoes has been developing and innovating new methods and styles. This campaign celebrated their history of over 35 years as 'The original vegan footwear company' and their presence as a staple in the North Laine area in Brighton, UK.
CAMPAIGNS
Whilst Vegetarian Shoes may have had humble beginnings in Brighton, it's fame is global and has earned itself some star studded fans. This campaign highlighted the famous faces flying the flag for ethical footwear. It also supported new audience growth, with some of the content being shared and engaged with by these well-known customers.
CUSTOMER STORIES
Vegetarian shoes has a reputation for quality – resulting in a large and loyal fanbase. I felt these voices were as important and impactful as our 'famous faces' and so created a campaign to feature these committed customers and their own snapshots of Vegetarian shoes in action. The campaign highlighted the durability of the footwear using real-life customer experiences.
STAFF FAVOURITES
Like their loyal customers, Vegetarian Shoes has a dedicated team who work behind the scenes. This campaign taps into the expert knowledge of the longstanding and friendly team.
COLLABORATIONS
Partnering with like-minded collaborators allowed me to introduce the brand to new audiences. I also loved the idea of continuing to celebrate artists, creators and musicians who are aligned to the brands ethos and values.
A WALKING CANVAS
Similarly, another campaign featured local illustrator Will Richards and tattooer Lou Hopper, who used our Airseal boots as their canvas. Their doodled designs were brought together as an installation in the iconic North Laine shop window and helped the company reach new digital audiences through both artists’ social channels.
IMPACT
The campaigns reached new, values-aligned audiences and drove significant audience growth. They also generated strong traffic the companies socials to their website which increased product sales during key periods.
Since taking on Vegetarian Shoes social channels, we have achieved...
37.5K
Facebook content interactions
and 5.1K on Instagram (+100%)
4.5K
new Facebook followers (+780%)
and 1.5K new Instagram followers
2.7K
Facebook link clicks and
2.2K Instagram link clicks to webstore (+100%)
62.4K
Facebook visits and
13.3kK Instagram visits (+100%)
