don’t fear the heel.
fall 2024
in association with loyola Marymount university m-school.
as part of the full funnel marketing course, we worked with Ruthie Davis, founder and CEO with the goal to build upon her strong brand equity among existing customers by expanding to a new audience, and therefore bringing in revenue and new loyal customers.
the insight
Young women don’t wear heels because they’re afraid of looking like they’re trying too hard, especially in front of their friends.
In reality, their own friends see them as empowering and stylish in heels.
positioning
Ruthie Davis empowers young women to wear heels without fear, embracing their confidence as an expression of self-worth, not ego.
target audience; recent college grads, women 21-25
creatives
social experiment
media type: YouTube and tikTok
why Pinterest?
high visual platform ideal for fashion inspiration, lifestyle ideas and brand expression. increasingly popular for 21-25 year old women. perceived as more positive social media (no emphasis on likes/followers) talking the fear out of social media.
team
Nathan Martinez - content creation
Bella eaton - graphic design
Rachel clark - strategy/research/content creation
will luders - strategy/research/copy writing
lei Medina - strategy/research