Though Cole Haan’s business was growing exponentially, their women’s pump category was in steady decline. Their new Chelsea Pump was created to reverse this trend. Technologically advanced, the Chelsea Pump offered the comfort for 18 hour days while still delivering on style. The only thing this shoe needed was a campaign to properly market its benefits and bring a youthful appearance to the Cole Haan brand.
Embracing the exciting, youthful nightlife of New York City, PGR Media introduced the “Don’t Go Home Campaign” using non-traditional media opportunities. We focused on immersive and engaging messaging, content and experiences that were amplified digitally and socially. We chose neighborhoods in Manhattan where we knew the consumers would not only receive the message but also be eager to interact, share and actually buy the product right off the street which is exactly what they did.
36 million media impressions that fueled hundreds of editorial pieces covering Cole Haan’s messaging, campaign and brand transformation.