AMI Award for Steel Blue Boots campaign that raises over $1million for Breast Cancer Care WA
An extremely successful Steel Blue marketing campaign has helped to raise over $1 million for Breast Cancer Care WA (BCCWA).
In recognition of the strategic planning and creative advertising that underpinned the Pink & Purple Boots campaign, Steel Blue has won a 2016 Australian Marketing Institute (AMI) WA Award in the Creativity in Brand, Product or Service Marketing category.
Starting with careful market analysis, two women’s safety boot styles were developed in vibrant pink and purple. Then, through celebrity endorsement and well-timed strategic marketing, Steel Blue created maximum exposure and raised some serious funds for BCCWA. Donating $10 from every pair of the pink and purple boots sold, Steel Blue raised over $1m and helped to create a national conversation around the issue of breast cancer.
Steel Blue’s integrated campaign utilised a variety of channels including TV, Digital, Social, POS and PR, with the single-minded message of ‘Let’s put the boot into breast cancer’ cleverly presented through consistent and compelling on-brand communications.
Part of the marketing strategy was to use sisters Alisa and Lysandra Fraser as brand ambassadors. The high-profile twins – stars of The Block and now popular interior designers – aligned perfectly with both the product and the Steel Blue and BCCWA brands.
“The inherent popularity of the twins sparked viral uptake of the campaign, increased word of mouth, raised web traffic, and importantly, increased product purchase. And with every sale, another $10 was donated by Steel Blue directly to BCCWA,” said Jade Harman, Steel Blue Marketing Manager.
John Booth, CEO of Bell Booth Advertising & Marketing, said they were extremely proud of the Steel Blue team and to have been involved in the campaign.
“Their support of this very worthy cause, over so many years, shows an extraordinary commitment to creating a healthier community. The team at BBAM is proud to have helped achieve such remarkable success”.
Jackie Richmond, Steel Blue Head of Marketing, said “Steel Blue has always supported the community with sponsorships and various incentives in sport, health and youth issues. The result of the women’s boots campaign helps further position us as a community-focused company. And of course, it’s simply fabulous to work with a such a generously spirited team – all Steel Blue staff and management helped put the boot into breast cancer!”
Steel Blue has sold over 20,000 pairs of pink and purple boots so far and the unique corporate social responsibility initiative is not over yet. Steel Blue continues to donate $10 from every pair of pink or purple boots sold to help fight breast cancer.
2 Comments
Ummmmm…. $10 times 20,000 pairs of boots is $200,000. Still a great result, but a tad shy of ONE MIILLLLLLIONNNN DOLLARS!!
Hi – good point, so to clarify:
The press release (in aiming for brevity) didn’t offer the complete background. Steel Blue have been donating $10 from the sale of every women’s purple boot to BCCWA since 2007. However, in 2014, they reviewed the boot style and created a more slim-line purple style plus an exciting new pink style. It’s these fresh, new vibrant styles that have sold 20,000 pairs in recent years.
The total donation figure of $1,000,000 includes all Steel Blue donations to BCCWA since 2007. (I think it actually exceeds $1m).
The 20,000 sales figure is for the revised (and very popular) slim-line styles only. And the new styles were the focus of the award-winning marketing effort.
The $1m monetary contribution from Steel Blue is verified by Breast Care Cancer WA who were happy to support the Steel Blue team at the AMI Award ceremony.