Case Studies...

Woman and Shoes!

Brantano - The relationship between women and shoes!

Brantano wanted to be seen as the company that understood women and their shoes and wanted a good PR story to prove it. So we set out to define that relationship and find a PR-worthy nugget of insight.

Just two of our nuggets:

Women collect shoes. Difference is the primary driver as to whether the shoe has a place in the collection or not. Regardless of how similar it might be to another pair already in the collection, the slightest difference (heel height, shape of toe, a button or a bow) is enough to warrant its inclusion.

Beautiful shoes make the heart leap - literally.
We monitored the heart rates of all our interviewees when showing them different styles of shoes and without exception their heart rate leapt up when they saw shoes they liked.

So if you ever doubted that the way to a woman's heart is through a shoe shop, doubt no more!

The Result:

Superb PR coverage in national magazines and on ITV's Loose Women. Some of the nuggets also found their way into the Brantano advertising campaign.

"The suggestion of monitoring heart rates along with getting right to the soul of women and their shoe collections was pure genius. I can always trust Di and Tina to come up with some new twist, or unconventional method, to get me the insights I need to drive my marketing strategy."

Carol McNiven Young, Marketing Director (at the time of the study)