Kiwi® Shoe Care is one of the biggest Shoe Care brand in the world, and all of their communication celebrates singularity by encouraging people to stand up on what they believe.

Kiwi® wanted to connect with their consumers by helping them to stand up for what they believe on in active way, every day. Our insight was simple, around the world people are taking a stand for causes they believe on and they express their pride by taking part in massive marches and parades. However, most of these marches only last a day. KIWI® believes every day should be an opportunity to stand up and walk with pride, that’s why Kiwi® wanted to give them a chance to show their support for the causes they believe every day of the year.

We transform their people’s pedometer app into a medium that will allow Kiwi® Shoe care consumers to march every day for a cause they believe on, creating a direct interaction between them and our brand platform while allowing them to amplify our brand message and the causes they feel strong about.

Our target audience are millennials who support brands that support causes they can get behind. Our approach was to tap into a behavior they already have (tracking their steps) and give them a chance to connect with the Kiwi® Shoe Care brand platform in a unique way. We partnered up with one of the biggest pedometer apps in the world, Acupedo, and allow people to march every day for a cause they believe on, extending this one-day marches into a yearlong walk. Inside the app, people were able to pick their cause and donate their steps to create awareness for their cause and invite other people to join them, creating a direct interaction between our consumers and our brand platform, allowing them to amplify our brand message and transforming them into a medium to share the brands cause.

Every day, millions of people track their steps - at the gym, on their commute, on

vacation, etc. We’re going to give people a way to give their steps meaning, so they can extend the marches for the causes they believe in. We worked together with Accupedo, one of most popular pedometer apps to allow people to turn their daily steps into Meaningful Steps. Within the app people will be able to select the cause they want to march for - everything from gender equality, LGBTQ rights, racial equality or the environment, dedicating their steps to help raise awareness for a cause of their choice. Users are able to share the number of steps walked and their progress in supporting their cause on social media, inspiring others start their own march for a good cause.

• In just one week 3202 people interacted with our platform and 1000 of steps were given to support big causes.

• By using Acupedo’s base of consumers, we were able to reach new consumers, and connect with millions of users that might have never heard of the Kiwi Shoe Care Brand

• We reached over 66172 impressions globally demonstrating that every day, is an opportunity to make your steps count