Kardashian helps ShoeDazzle cultivate personal relationships

Last fall, Legalzoom.com founders Robert Shapiro and Brian Lee partnered with Kim Kardashian on the launch of ShoeDazzle.com, an e-commerce network offering a monthly membership for $39 shoes chosen by a stylist.

Client: ShoeDazzle (Los Angeles)
PR agency: Fifteen Minutes PR (Los Angeles)
Campaign: ShoeDazzle.com launch
Duration: February-May 2009
Budget: $100,000

Last fall, Legalzoom.com founders Robert Shapiro and Brian Lee partnered with Kim Kardashian on the launch of ShoeDazzle.com, an e-commerce network offering a monthly membership for $39 shoes chosen by a stylist. In January, the team hired Fifteen Minutes PR to build awareness among 18- to 22-year-old women and generate traffic to the site, which came out of beta that month.

Strategy
“Our strategy was to build awareness quickly among our target audience,” explains Joe Monestere, director of marketing at ShoeDazzle. Our message is ‘your personal shoe stylist.' This works in our favor, now that it's a recession. Kim helps us enormously in getting that message out.”

The team sought to leverage Kardashian's star status through a radio tour and press interviews. Once the launch had gained traction, the team posted feedback and updates on its Facebook and Twitter pages to help build word of mouth.

Tactics
The team promoted the launch and new product arrivals via updates from Kardashian and ShoeDazzle on Twitter, Facebook, and the star's Web site. The team had Kardashian do more than 30 radio interviews, targeted national entertainment media, conducted desk-sides with consumer publications, and pitched “products for less” segments in local markets.

Results
Within 13 days of the official launch in March, ShoeDazzle had shipped out 1,000 pairs of shoes and membership has risen at a 20% rate each month, according to Monestere.

Media placements included E!'s Daily 10, Extra, the TV Guide Channel's The Fashion Team, People.com, as well as the aforementioned 30-plus radio interviews. Facebook page membership has grown to 1,300 fans.

Future
ShoeDazzle.com will continue to work with Fifteen Minutes on the media relations effort and implement additional PR initiatives as the site grows.

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