Case Study · Kicks & Fros
A Good Story Has Staying Power
Creative Strategy · Campaign Storytelling · Video Content
Bringing brand personality to life through memorable storytelling and campaigns that connected with audiences.
The Challenge
Kicks & Fros had a product worth talking about and a community ready to listen. What it needed was storytelling that could turn attention into sales without losing the brand’s personality.
Creative Strategy
Lead with story, sell with story. I developed the campaign creative from briefing through script and storyboard — episodes people would watch for the entertainment and remember for the product.
My Role and Contributions
I wrote social media copy for Kicks & Fros’ Instagram feed and scripted the brand’s video campaigns. The two-episode sneaker cleaner campaign was co-created with the marketing team — I scripted the episodes — and I wrote the script for the brand’s official commercial.
Campaign Execution
Social media writing for Kicks & Fros’ Instagram feed, including the “Pride for your school and pride for your kicks go hand in hand. #CareForYourKicks” post, plus scripts for the two-episode sneaker cleaner campaign and the official brand commercial below.
The Creative Work
Kicks & Fros · Campaign video · EP 1 of 2
You Don’t Do Anything but Sit
Co-created with the marketing team; I wrote the script. Episode one launched the Kicks & Fros sneaker cleaner, built to entertain first and sell second.
It earned over 23,000 Instagram views and helped drive the sale of 300+ bottles during the launch.
Kicks & Fros · Brand commercial
The Sneakerhead Lives in You!
I wrote the script for Kicks & Fros’ official brand commercial, carrying the campaign’s voice into a story about the sneakerhead in everyone.
It gained over 28,000 Instagram views and boosted the brand’s visibility and partnership opportunities.
Kicks & Fros · Instagram post
How to Easily Care for Your Kicks
Copy for the Kicks & Fros Instagram feed: a four-step guide that shows exactly how the sneaker cleaner works.
Quick to scan and easy to save, so the product teaches itself.
Kicks & Fros · Campaign artwork
Care for Your Kicks. Especially after homecoming.
Social artwork for the Care for Your Kicks sneaker cleaner campaign, timed to homecoming season.
It ties school pride to sneaker care, the same idea behind the feed line “Pride for your school and pride for your kicks go hand in hand.”
Kicks & Fros · Email marketing
Kicks & Fros Newsletter
Email copy that took the brand beyond the feed, promoting the sneaker cleaner, Care for Your Kicks campaigns, community events, and brand ambassadors like stylist and content creator Derria Underwood.
The strategy drove $10k in sales and expanded Instagram reach to 140k people.
View emailResults and Impact
- 23,000+ Instagram views on “You Don’t Do Anything but Sit,” co-created with the marketing team and scripted by me.
- Helped drive 300+ bottle sales during the launch.
- 28,000+ Instagram views on the brand commercial, boosting visibility and partnership opportunities.
- $10k in sales and an Instagram reach of 140k people from the email marketing strategy.
- Partnerships with Netflix, the NBA, and Jordan Brand, helped along by the brand storytelling.
Key Takeaways
A good story has staying power. The campaigns kept working after launch because the brand’s voice never sounded like an ad.
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