Ad Marketing Strategies in the Shoe Industry [Ideas and Examples]

When people shop for shoes, they aren't just looking for functionality or merely something to put on.

They might be on the hunt for comfort. They might be fashion-forward shoppers who value style above all. They might work out regularly or play a sport with particular needs.

The bottom line is, it's never just about a shoe.

We’ve seen the shoe industry change over the years and in line with these changes are a shift in advertising strategies that brands use to promote footwear.

One of the most significant changes are the entrance of new brands that present an alternative to legacy brands. With more new players on the scene, shoe advertising is more challenging than ever.

That's why we've compile this list of the best ad practices for creating eye-catching footwear campaigns. We hope you find this compilation you’ll surely find useful.

Let's dig in!

1. Highlight your product benefits using social media trends

Social media comments, queries, and any communication thrown at your channel can be used to make your ads more engaging. Integrating these is a creative way of promoting your product while showing your audience that you are reachable and that you hear them out.

In a deeper sense, it can also reflect your customer service knowing that you take customer feedback seriously.

In one of their ads, KURU Footwear replies to a comment on their social media page. It's a good example of how to transition from discussing the pain point of a customer to highlighting how their product solves the issues.

Here’s another example of an ad that uses social media trends. Thursday Boot answers a question from a comment on its social page.

What sets this apart is that the founder himself answers and reveals what’s special about their footwear. It shows credibility by having a face that represents the company.

They used a different camera angle as well, as shown in the image below. This creates a more authentic feel and adds interest.

2. Share recognition and positive feedback from reputable bodies

Including quotes, star reviews, press logo, and mentions is a powerful way to make social proof work for your brand. It’s time to show the world that “Hey, we’ve been featured” and that people should try your products too.

This ad from Muvez makes excellent use of Shark Tank’s recognition while showcasing its product's benefits and unique features.

In the first 5 seconds of the video ad, they displayed a clip where the business TV show acknowledged the brand. This excerpt can attract a wider audience or those who know and trust the show.

The features and benefits of this footwear were continuously discussed towards the end.

Another way to promote your product’s amazing features is to use UGC-style content. It’s authentic, relatable, and a nice form of customer review.

Plus, they show creativity by using hands to describe a product that is worn on the feet. They did it in order to fully show the product’s material built, interchangeable parts, and possible color combinations.

Taft was featured in a fashion magazine and they created an ad showcasing this special mention by including the lines "As Seen In GQ" followed by a quote from a verified buyer.

They also add a picture of their product in a closeup. It makes their product intriguing to try because of the impact that a reputable body creates on the audience.

3. Communicate to your audience through emotional connection

Whatever your profession, your lifestyle, your hobbies, and your interests are, there’s always a fashion item that suits you — like a pair of shoes.

This is how Sorel positions itself as a brand that prioritizes both style and functionality. In this ad, they connect emotionally to their audience by selecting a relatable and real-life person for their ad. They feature an artist who discusses the daily activities that she believes help with her art and mental health.

The ad conveys the message that wearing Sorel shoes not only offers comfort but also empowers individuals to unlock their full potential and perform at their absolute best.

4. Let the customer’s experience speak for your brand

Another way to promote your product’s amazing features is to use UGC-style content. It’s authentic, relatable, and a nice form of customer review.

In this example from KURU Footwear, they interviewed several customers who each have different jobs but all work long hours on their feet as a common denominator.

Each of them proves that their feet feel comfortable with the brand's product despite long hours of standing or walking. This is a targeted approach and in most cases, works effectively.

Relating to healthcare workers who face long work shifts and fluid spills, Vessi proves the quality of their shoes by highlighting that they are ideal to wear in extreme conditions.

The users discussing the features of Vessi shoes while looking happy is another best approach used in this ad.

Given that they’re talking about the uncomfortable part of their job as healthcare workers, they don’t look bothered at all. ‍

Rather they look as if their problem has been alleviated by Vessi's footwear. This type of tone for a shoe ad is great for enticing a targeted audience.

Shoe advertising thrives on creativity, authenticity, and emotional resonance.

Whether leveraging social media trends, press mentions, or customer stories, the right strategies can elevate your brand and reach your target audience effectively.

By analyzing and drawing inspiration from successful campaigns, you can create ads that not only promote products but also foster meaningful connections with your customers.

FAQs

1. Why are social media trends important in shoe advertising?

Social media trends help shoe brands connect with customers on a relatable level while showcasing product benefits. By addressing audience feedback creatively, brands show they are attentive and responsive.

2. How do press mentions impact a shoe brand's advertising?

Press mentions add credibility and widen reach by leveraging the trust of reputable platforms. They also make ads more compelling by showcasing third-party validation of the brand.

3. Why is emotional storytelling effective in shoe ads?

Emotional storytelling fosters connections by aligning the brand with the audience's values, aspirations, and lifestyle. It helps convey the brand’s message in a way that resonates deeply with potential customers.