ECCO focused all its efforts on the activation. The catwalk was the content story from which all creative executions and conversations stemmed.

A 2.812 km catwalk was set up in Sydney’s Darling Harbour to allow women to experience the comfort and style of ECCO shoes first hand.

Real Australian women were recruited through social media to be models for the day. They were accompanied on the catwalk by key influencers such as bloggers, stylists and fashion writers.

All were invited to walk and talk. They let their friends, followers and clients know that comfort & style can coexist - in the form of ECCO’s shoes.

The activation was amplified to a broader audience through magazine and online executions as well as Facebook, Instagram and Twitter feeds.

Content seeding was integrated with a PR strategy to secure an exclusive 4-minute segment on Australia’s top-rating morning TV show and national media coverage.

ECCO broke the record for the world’s longest catwalk at 2.812 km.

ECCO stamped its mark on the fashion landscape - the PR coverage alone generated a 263% return on investment.

Thanks to the World’s Longest Catwalk all objectives were smashed:

1) 35% of women now think ECCO shoes are stylish – up from 9%.

2) The volume of online conversations about ECCO increased by 117%. Positive sentiment tracked within conversations increased by 8%.

3) ECCO sales rose by 16% year-on-year.

Faced with undeniable proof from their peers and influencers, women finally believe ECCO shoes are both comfortable and stylish.