First of all, we turned over the slogan, ‘All the shoes in the world’ into ‘Shoes that has not existed in the world’. The best way to talk about “All the shoes in the world”, which we came up with was just making even shoes that has not existed before.

Second, we got ideas from consumers. So that various and genuine ideas of ‘Shoes Impossible’ could be created.

Third, we combined consumer idea with CSR activity. While receiving consumer ideas, we offered them the opportunity to donate shoes provided from ABC-MART to a worthwhile charity of their choosing. And the light shoes, the hottest idea was actually made and donated for street cleaners. Those donations created social buzz with positive opinions, and also drove more participation for the campaign.

We asked customers idea through ABC-MART’s official Facebook page. We uploaded a few hand drawn ideas as examples for people’s easy participation.

And we chose a good idea every week, offered an opportunity to donate shoes for organizations such as Community Chest of Korea, regional children's center(ABC-MART provided shoes). 5 ideas which gained the highest number of likes were actualized and made into Youtube videos.

Millennials laughed and shared those videos, the campaign went virals on Facebook. Especially the ‘Light shoes’ designed for street cleaners’ safety were actually produced and donated for street cleaners since it’s creativity and usability were respected.

As a result, we achieved outcomes with 1/3 of estimated cost. We got 1438 ideas, 10 times bigger participation than we expected, 83 times increased Facebook page view, 60% increased positive attitude of people who haven’t purchased from ABC-MART.

Also, revenues increased by 10% compared to last year, brand recall of ABC-MART in shoes store category increased by 31% among all age group. Awareness on non-running shoes/sneakers goods such as dress shoes, boots, sandals/slippers increased by 64%, ‘Selling various kinds of shoes’ image increased by 94%. Top of mind in shoes store category increased by 44%, so ABC-MART took No.1 position from NIKE.