Cole Haan: #dontgohome
Category: Media Idea
Brand/client: Cole Haan / Cole Haan
Lead agency: Bartle Bogle Hegarty
Contributing agencies: Deep Focus, PGR, TH Productions and Unit 9
State of the marketplace & brand's business
By the end of the summer of 2012 Cole Haan's business was stagnating.
For years, the brand had relied on a core of older, 45-54 year old consumers who looked to the brand for comfortable, classic brown shoes. But these folks weren't buying often enough so the business was not growing. (Cole Haan CRM Database). We needed a new approach:
Cole Haan needed to drive reappraisal with a younger target. They honed in on one specific group that controlled more spend: 'The New Sartorialist'. This younger, 24-45 (sweet spot 30-35) consumer represented 67% of the population and 70% of spend (Source: Holijoli Fashion/Apparel Consumer Segmentation Fall 2010). They are young, fashion savvy, creative professionals who love to discover new experiences in the urban areas where they live. Their style is a careful expression of who they are, but also has to be functional.