Stride Rite Children’s Group retained RF|Binder as its PR Agency of Record to help the leading children’s footwear company increase relevancy with moms and gain fashionable appeal with kids. RF|Binder developed a multi-pronged approach that includes leveraging social media, key events and conferences, influencer seeding, and aggressive media relations.
A social media program engages mommy bloggers regularly to spread the word on new footwear lines and support key Stride Rite store promotions. This has resulted in strong relationships and ongoing coverage in top tier blogs/sites such as Babble.com, SheKnows.com, Parent Dish, MomLogic, etc.
To further position Stride Rite as a contemporary brand in the minds of parents, we’ve coordinated participation at relevant events such as Big City Moms Biggest Baby Shower and BlogHer conferences. We’ve also tapped into the brand’s licensing and retail partners for visibility at seminal events such as Star Wars celebrations and conventions and the annual Macy’s Bunny Brunch. We’ve strategically used these events as backdrops to launch new products and generate interest with widespread media from Popular Mechanics to “MTV Geek” to CNN and People Magazine.
To emphasize Stride Rite’s leadership as a healthy footwear company, RF|Binder has worked with the company to showcase the key role innovative research plays in Stride Rite’s product development. Leveraging the company’s research studies along with leading children’s health influencers, this effort is helping Stride Rite to re-assert itself as the health inspired footwear of choice for parents and their children.
Through these initiatives and ongoing media relations, we have not only reminded parents about the important, healthy aspects of Stride Rite footwear, we’ve also showcased their fun and fashionable features with children. Furthermore, we’ve drastically increased coverage in consumer lifestyle publications including parenting magazines and blogs, entertainment outlets as well as broadcast media, generating more than 668 million media impressions.