Sole to soul

UK – Footwear brand Clarks is hosting an interactive documentary via WhatsApp, inviting fans to learn more about the icons who helped shape its renowned desert boot.

• Clarks is enabling consumers to engage with the brand during key historic moments
• WhatsApp was the most popular messenger app in January 2015, with 700m users – statista.com

From Rats to Rudeboys takes people on a journey back through time via their mobiles. Fans of the desert boot can engage in an open conversation with the characters and cultural icons who embraced the shoe as part of their identity, including Steve Barrow, Major Stitch and Bruno Barbey. Clarks is taking the conversation to WhatsApp as a way to engage with consumers in a way that feels more informal and less intrusive than direct marketing. 

The Big Picture: Clarks has created a campaign that uses Faction Marketing to create an engaging and unique open dialogue between the brand and its customers.