Background and Challenge
Chiappetta Shoes faced a unique challenge with a direct competitor, The Good Feet Store, entering their market. My task was to create a campaign that would solidify their reputation as the premier provider of custom orthotics in Kenosha, leveraging over 100 years of expertise.
Objective
The campaign aimed to drive awareness of Chiappetta Shoes’ personalized care and custom orthotics while positioning them as the local leader in foot pain solutions. This mission aligned with their core value of delivering tailored solutions that outshine one-size-fits-all competitors.
Research and Strategy
To ensure Chiappetta Shoes’ campaign was impactful, I conducted a detailed competitor analysis. This included evaluating The Good Feet Store’s standardized product offerings and contrasting them with Chiappetta’s custom-molded orthotics and unmatched local expertise. I identified key audience segments, including standing professionals, healthcare providers, and athletes, to target messaging effectively.
Campaign Document Highlights
I developed a detailed strategy document, allocating $25,000 to digital channels (Google, Facebook, and YouTube ads), $20,000 to traditional media (local radio, newspapers), and $10,000 to community partnerships and educational workshops. The plan included:
- November: Launch with "Expert Fitting" campaign.
- December: “Give the Gift of Comfort” holiday promotion.
- January: New Year health-focused partnerships.
Allocating $25,000 to digital ads ensured maximum online visibility, while $20,000 for traditional media targeted local engagement effectively.
Commercial Video
I created a commercial video concept focused on the theme “The Chiappetta Difference—First Step When Solving Footpain.” The video highlights Chiappetta’s personalized care, showing real customers experiencing relief and comfort after trying their custom orthotics.
The commercial was designed to highlight Chiappetta Shoes’ personalized approach. By featuring real customer interactions, I emphasized their commitment to care and quality, setting them apart from impersonal, one-size-fits-all competitors.
Social Media Ads
Each ad was crafted to tell a story—whether it was about customer satisfaction or the expertise of Chiappetta’s team. I used engaging visuals and action-oriented captions to drive clicks and consultations.
Outcomes and Reflections
Working on this campaign felt like piecing together a creative puzzle. Every decision, from allocating the $60,000 budget to crafting the social media ads, needed to serve a clear purpose. I focused on strategies that combined measurable impact with storytelling, like using approachable visuals of real customer fittings to highlight Chiappetta Shoes’ care and expertise.
One of the most rewarding parts was designing the ad concepts. I wanted the designs to feel authentic and aligned with Chiappetta’s mission, not just promotional. Incorporating local partnerships for workshops also stood out as a way to strengthen their community presence while reaching a broader audience.
This project pushed me to balance creativity with strategy under a tight timeline. It sharpened my ability to think critically about campaign structure and execution, and it reinforced how much I enjoy crafting solutions that combine thoughtful design with clear results.
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"Javier knocked it out of the park with the campaign for Chiappetta Shoes. The way he brought our story to life through the ads and commercial was nothing short of inspiring. The visuals felt fresh and modern, but they still stayed true to our family-owned roots—like that playful shot of the sneaker lineup that really resonated with customers. It’s clear he has a knack for balancing creativity with strategy, and his ability to connect with our audience was spot on. Honestly, working with Javier felt less like hiring a designer and more like collaborating with someone who truly understood our brand."
