In a survey conducted for the brand, up to 78% of target answered that they buy socks when they buy new shoes. We took the crumpled up pieces of paper stuffed in new shoes, used as disposable shoe-keepers, and transformed them into a new media. In place of ordinary paper shoe-keepers, we created paper socks that look just like real socks, and stuffed them into shoes as a way to promote perfectly matched socks.

We developed paper socks that look just like real socks in several designs, to match perfectly with different shoes. The stuffer socks are made in three-dimensional shape, making it easy to visualize the pairing. The paper used for the socks can be crumpled repeatedly without the prints fading, and the creases add texture to the look. This promotion was specially designed for the grand opening of the MIHARA YASUHIRO flagship boutique, and paper socks were stuffed in all of the shoes sold there.

As the result of this promotion, many of the customers who bought the shoes with the paper socks returned to the MIHARA YASUHIRO boutique, and sales increased to 153%. This promotion received numerous media coverage with PR value of 32.7 Million Yen.