Rothy’s “That’s More Like It” Campaign Celebrates Shoe Happiness | Clapboard

That’s More Like It

Description

Released in 2022, Rothy’s latest film campaign, That’s More Like It, marks the brand’s most ambitious advertising effort to date, created in collaboration with YARD NYC and targeting the Beauty and Fashion sectors in the United States. Building on an exceptional foundation of organic growth driven by an enthusiastic and loyal customer base, Rothy’s has leveraged the powerful impact of word-of-mouth referrals, with over one million buyers discovering the brand through friends. This deeply engaged community reveals remarkable consumer loyalty, as 40% of customers purchase multiple pairs and 10% own five or more styles. The campaign channels this dynamic brand affection into a broader appeal, introducing The Rothy’s Effect as a vivid personification of the transformative feelings experienced when slipping on a pair of Rothy’s shoes for the first time. It vividly embodies the freedom, grace, and spontaneous joy that the product inspires, reinforcing the brand’s promise of comfort and style that transcends footwear to uplift both individual consumers and society at large. Through compelling storytelling that connects emotionally with viewers, That’s More Like It communicates how Rothy’s shoes are not just functional items but catalysts for movement, confidence, and delight. It encourages consumers to imagine the potential unleashed by footwear that inspires joy and comfort, inviting them to explore signature products like The Flat and The Point while emphasizing Rothy’s commitment to sustainability and responsible production. With a strategically aligned digital presence across social channels including Instagram, Facebook, Twitter, Pinterest, LinkedIn, and YouTube, the campaign effectively amplifies brand values and nurtures ongoing community engagement, positioning Rothy’s as a leader in innovative, purposeful footwear that resonates deeply in the lifestyle and fashion landscape.

Credits

Client

Rothy’s

Agency

YARD NYC

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Campaign Proposition

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