72Point worked on an integrated campaign with tall clothing retailers, Long Tall Sally.
The client commissioned a survey of 1,000 adults to find out about the shoes the women of the UK are wearing. In a shocking revelation found that 32 per cent of women are wearing the wrong size shoes!
The problem is so bad that nearly half of all British women are unable to walk the day after an evening out – because of their ill-fitting shoes. Which means up to 8 MILLION women could be hobbling around today after stepping out in uncomfortable footwear on Saturday night.
The average woman owns at least three pairs of shoes which are painful to wear because they’re the wrong size, are too high or encourage a turned ankle.Stilettos are considered the worst kind of shoe to wear for comfort, followed by strappy heels or peep toes.
We accompanied the resulting news story with a video in which we took to the streets to find members of the public guilty of wearing the wrong size shoes. The video was then distributed to our digital team to relevant digital media.
Long Tall Sally also polled a further 2,000 women across both America and Germany via OnePoll to see if women were suffering for their fashion choices around the world.
Methods and tools:
News copy writing
Newswire and digital distribution
Print & digital media
Long Tall Sally’s shoe story was featured on major news sites in the UK, including The Mirror,and a host of fashion-specific and regional sites. Due to the global nature of the research, coverage was not resigned to British media. The results of the story were also featured on a selection of American sites.