Turned parent insight into brand growth

While many other brands only focused on mini-me styles, this brand was the first to own a daily parenting reality and turn it into a reason to buy and stand out in a crowded category.

Insight

• By talking with moms, a leading premium kids’ shoe brand uncovered a clear pain point: parents were frustrated with dirty shoes, but hesitant to throw them in the wash for fear of ruining them.

• We leaned in. The newest line of kids kids’ shoes was already designed to be 100% machine washable, breathable, and built to last.

Messaging Shift

• So we positioned it as the only kids’ shoe that encouraged mess-making and put it out there loud and proud, that the shoes were machine washable and could hold up to the toughest play..

• The name Made2Play told part of the story; the integrated Play. Wash. Repeat. campaign brought it to life across digital, in-store, and even laundry aisle placements through a co-promotion with Tide.

Result

A daily parenting pain point, turned into a reason to buy. The message resonated, justified a premium price point, and helped the brand connect more meaningfully with modern parents