Summary

Working with Treads to get their PR, marketing and social strategy off on the right foot

Objectives

Our brief was to deliver a PR and social media influencer campaign that would raise awareness of the Treads brand and its products among parents across the UK:

  • Share the story of the Treads brand and cement its position as the leading choice for parents looking for quality, hard-wearing school shoes
  • Raise the profile of Treads across key media channels including Welsh, UK national and trade titles
  • Secure one piece of broadcast coverage
  • Secure product placement features within the media
  • Identify and work with key parenting influencers to review Treads on their channels and reach relevant audiences
  • Increase engagement across the brand’s social channels
Results
  • 21 bloggers across the UK reviewed Treads shoes on their blogs and social media channels
  • Achieved coverage within key Welsh titles as well as leading business and consumer publications
  • Achieved broadcast coverage with Treads featuring on the Wynne Evans show on BBC Radio Wales
  • Secured national coverage on the Independent online as part of its line-up of the ’10 best kids shoe brands that don’t sacrifice style for practicality’
  • Increased the level of engagement across Treads’ social channels, including the number of profile visits and website clicks
  • Through the PR and influencer campaign, we successfully raised awareness of the brand and its story
21
key influencers engaged
10,551
giveaway entries
2,469
social media engagement
5.1m
opportunities to see through media coverage alone
How we did it?

As part of our PR campaign with Treads, we were tasked with spreading the word about the indestructible school shoes brand, which was founded by single father Simon Locke after he grew tired of constantly having to replace his children’s school shoes due to them falling apart after just a short period of time. We put together a press release outlining the story of the brand and its position as a business - producing high-quality school shoes that combat the ongoing struggle parents face of having to replace school shoes multiple times a year.

We secured coverage in Welsh national and business titles including the Western Mail and Welsh Business News, increasing awareness of the brand and outlining the inspiring story behind it.

To increase engagement with Treads’ target audience, we researched and identified key parenting bloggers and influencers across the UK, offering them the opportunity to put Treads shoes to the test. We sent 21 key family influencers a pair of Treads for their children to wear to school, and for them to review later with their honest thoughts on how well the shoes held up.

Along with their blog reviews, influencers created social content about Treads across Facebook, Twitter and Instagram, with all reviews very positive and commending of the quality of the shoes. To further engage the influencers’ followers and raise awareness of Treads amongst them, we also worked with bloggers to host giveaways of Treads products on their blogs, offering the public a chance to win a pair of the shoes. The giveaways received over 10K entries from parents across the UK. Social media content produced by influencers generated more interaction with the brand’s social platforms, including increasing website clicks by over 170 and impressions by over 800 on Instagram.