Donald J Pliner

CHALLENGE:

Reignite Donald J. Pliner’s sales while attracting both a new audience and keeping existing brand loyalists.

THE PLAN:

To recharge their identity and elevate brand equity, we introduced a storyline into the catalog concept for the Fall/Winter 2015 campaign. “The Pair: A Love Story” explores the relationship between a woman, a man, and their shoes, using provocative double entendres.

Visually we pushed the brand into a lifestyle space. Rather than shoot in a studio, as they had in the past, we went on location to achieve a greater realism, and cast a couple that had genuine on camera chemistry.

We also shot behind-the-scenes video footage for in-store screens and online digital film, further integrating the concept into the brand at multiple touch points.

THE RESPONSE:

The new work created sparks. DJP saw a 29% lift of whole unit sales, the company’s largest growth to date. Our ‘Love Story’ captured emotions and dollars, proving to be a quite the sales tool.