A zero-budget campaign that sold 6,000 pairs in 30 days
No paid media. No agency. Just a customer insight, a shoe, and a free refinishing service.
Situation
Ruosh was launching the AirCube collection with minimal budget. The brief was standard — drive awareness and sales. But a customer insight pointed elsewhere: men didn't know how to care for leather shoes. They were damaging products, blaming the brand, and leaving. Not a product problem. An education problem.
What I did
Designed the Shoe Care Fest — an experiential campaign offering free professional shoe refinishing for any brand at a mall kiosk.
During the 20-minute refinishing wait, customers tried the AirCube shoes and got educated on leather care.
Invited competitor customers into our space, solved their problem for free, and let the product close the sale. Zero paid media.
The kiosk became a content magnet. Influencers stopped and filmed. Campaign ran purely on organic reach.
Outcome
- 2M+ organic impressions; 35% AirCube sales increase in week 1.
- 6,000 pairs sold in 30 days; 75% increase in walk-ins for three weeks.
- Won Best Marketing Campaign of the Year — Drivers of Digital, 2018.