Bronx Woman and Sorbet Campaign.

Putting our best foot forward

Boomtown, together with Bronx Woman and Sorbet created a summer campaign that would get attention and drive actual feet in-store. However, with the sheer amount of online competitions competing with each other during peak season, standing out from the crowd and getting noticed would be no easy feat. So we put our best foot forward with a solid insight – most women get a pedicure before going on their annual summer holiday.

The campaign was based on pure logic – beautiful summer shoes deserve beautiful pedicured feet. We decided on a strategic collaboration with Sorbet, one of South Africa’s leading spa groups. The partnership was secured through excellent relationship building and by showcasing our amazing creative work.

The week-long competition ran on the Bronx Woman’s Facebook and Instagram channels, with complementary content running on Sorbet’s Instagram profile. Entrants had to visit both the Bronx Woman and Sorbet sites, take a screenshot of their favourite shoe style and nail colour, and post it to Facebook or Instagram.

The campaign hit the ground running, with ladies falling head over heels for the chance to win. The winner received a Sorbet pedi hamper and a pair of their favourite sandals from the new Bronx Woman Summer Collection, while the Bronx Woman social media pages were rewarded with a flurry of engagement from eager followers. The results were beyond our expectation. The campaign reached over 18 000 South African women and demonstrated the power of a perfect pairing.