StockX Skechers x Doja Cat

My Role:

Spearhead + managed the campaign in art direction, graphic design, motion design, and print/digital asset production.

Challenge:

The project needed to be completed within an 11-day timeline and had to balance the needs of three brands in the creative direction. The responsibilities included generating the creative concept, presenting it, refining it, and producing all assets for the 360 pre-release campaign.
As well as coordinating international printing + retail set-up for the New York, London, Japan, and Hong Kong locations.

Solution:

The approach was to keep the design simple and elevated. Using neutral colors, such as black, gray, and white, creates a feeling of luxury, exclusivity, and uniformity, so no brand stands out. Overall, the pieces of each decision were meant to upscale the experience of this pre-release.

Brief:

In alignment with her upcoming album release, Doja Cat is partnering with Skechers to release a chunky, Y2K-inspired silhouette. The plan is to leverage StockX for an exclusive pre-release to generate energy, excitement, and awareness, driving customer demand and sales.

Target Audience:

Fashion-forward Millennials and Gen Z consumers aged 18-35 with disposable income—particularly those passionate about music and celebrity culture- reside in urban centers globally.

Goal:

Make StockX's brand into the stage to drive energy around the product, leading into the wider launch and Doja Cat’s album. Leverage existing assets to incorporate into the brand and marketing for the 360 integrated marketing campaign. This includes, but is not limited to, social, web, retail support, billboard/signage, and other printed materials.

Desktop and Mobile Banners

Digital Campaign Performance

Impressions: 4,333,522
Clicks: 40,882
CTR: 0.7%

During the pre-release week of the Skechers x Doja Cat, the website performance of these banners was among the best-performing banners of that week. The first teaser assets were in the top 5 best-performing assets on the site that week. Across all verticals of secondary sizes and mobile applications, Skechers x Doja Cat performed well across the board. Overall, the campaign achieved performance results of 4.3 million impressions and 40k clicks with a 0.7% average click-through rate.

Insert Card + Social Media

Social Strategy

We also created micro social moments to help loop customers into the campaign to help promote Doja's new Album. Skechers and Doja created a limited run of red hand-print shoes.

1 in 25 customers, when placing their order, will receive a unique pair during this already limited pre-release of the shoes. The goal was to incentivize customers and targeted influencers to post their shoes, and share the expierence together across platforms.

Retail Print + Digital Displays

Credits
Copywriting: Elhadji Mare
Photography: Skechers Marketing Team
Editing: Nicholas Dean

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