The challenge?  A century-old footwear manufacturer with deep roots in the lumberjack industry launched a new glam shopping site and needed to draw the attention of footwear-obsessed fashionistas.

Inspired by our own insatiable appetite for shoes, we created the nation’s first Shoe Census, where women reveal what’s really in their closets! We collaborated with a university fashion historian to explain the cultural implications of the results, as well as a celebrity stylist spokesperson to declare a fashion state of emergency about the overabundance of black shoes in her wardrobe, just in time for a fresh new crop of colorful spring styles.

Well-designed look books showcasing the season’s hottest new styles, clever press materials and one-on-one press previews with New York’s most influential fashion magazines created a flurry of excitement for the new go-to shoe shopping site. Results included three Associated Press features and 1,200 local market articles; features in Lucky, Glamour, Woman’s Day, Good Housekeeping, O Magazine, Quick & Simple, Woman’s World, Pregnancy, Seventeen, Family Circle, All You!, and others, as well as additional wire and syndicated columns.