Canadian’s Fall in Love with Their Shoes All Over Again

By November 14, 2018 June 1st, 2021 Digital Marketing, Experiential Marketing

The Challenge 
After launching Polysporin Blister Treatment, Johnson & Johnson needed a strategic experiential campaign that would help drive trial and awareness of this new innovative product.

The Solution 
MOUSE Marketing developed a strategic national partnership with JustFab Shoes to cost-effectively deliver Polysporin Blister Treatment sample with every purchase directly to thousands of consumers. Inside each shoebox was a special invitation to try the sample and shop at the back of their closets so they could “Fall In Love With Their Shoes All Over Again”. We kicked off the campaign with 3D-bus shelter shoe installations across Toronto and Montreal, driving brand awareness and creating another hotspot to drive trial.

We also strategically partnered with the Grammy-winning Broadway musical Kinky Boots, where brand teams delivered cards to theatre attendees year-round. Finally, we also ran brand-in-hand campaigns along GO Station platforms across the city, where women in heels were in desperate need of blister relief.

THE Results
Polysporin Blister Treatment expanded awareness and reach cost-effectively, achieving 15M+ brand impressions and 457,000+ new product trials with an increased sales lift of 18%+. Our #savetheshoes social media campaign also achieved an incredible level of engagement. The success of this campaign resulted in a long-term relationship with MOUSE Marketing and multiple campaigns across the Johnson & Johnson portfolio of brands.

I cannot tell you how pleased we were with the team from strategy, value, and level of detail within each execution. I look foward to many more projects together.

- Scott Lougheed, Brand Manager