Bearpaw announced their first ever television campaign set to debut this month.
The campaign comes after Bearpaw’s recent venture into the apparel market, as well as senior management changes, and means to increase brand awareness through national commercial spots on networks for women with families, like Bravo, HGTV, Lifetime, TLC and Freeform. Through the campaign, Bearpaw expects to increase outreach to consumers, and improve visibility and branding.
“Over the last couple of years, the evolution of the brand has been nothing less than extraordinary. With the company’s recent growth in the footwear and apparel markets, now is the perfect time to bring the brand’s core messaging of comfort, style, and affordability to a wider audience through television,” said John Pierce, Bearpaw president.
The commercial shows families, couples and children living, playing and relaxing in Bearpaw shoes, establishing a connection between living life comfortably—the brand’s motto, and the normal home.
The feel-good campaign will appear during holiday shopping periods and will also appear in magazines like Instyle and Glamour.
Along with the television commercial and print advertisements, Bearpaw will team up with women bloggers and influencers to solidify their relationship with their target audience—women 25 to 49 years old.
“More and more customers buy based on recommendations from blogs. Through customized influencer activations, we can leverage trust with a highly engaged audience and organically increase overall brand awareness,” said Pierce.