schuh has introduced a new brand platform aimed at becoming a more meaningful destination for young shoppers.
- The “Same, but Different” campaign marks schuh’s return to television advertising after over a decade.
- The campaign is designed to celebrate self-expression and diversity among young adults.
- ZAK, schuh’s creative partner, played a crucial role in developing this new brand strategy.
- PHD Manchester managed the media planning to ensure the campaign reaches Gen Z through relevant platforms.
schuh has launched its “Same, but Different” brand platform to position itself as a significant high-street player for younger audiences. This campaign includes schuh’s first television commercial in over ten years, reflecting a shift in marketing strategy to engage with a younger demography.
This new initiative emphasizes self-expression and cultural diversity, fundamental values that schuh has always championed. “We help people break out,” commented Stephanie Legg, Chief Marketing Officer at schuh, emphasizing the brand’s commitment to providing a safe space for young adults to express themselves freely without judgment.
The campaign was developed in collaboration with ZAK, a creative strategy partner. ZAK’s CCO, Matt Bennett, expressed excitement about crafting a culturally focused platform for schuh, addressing the need for uniqueness in a market filled with sameness.
The launch strategy includes broad media coverage across linear TV, video on demand, outdoor advertising, social media, gaming, and digital partnerships, extending the campaign’s reach until year-end. This strategic media presence ensures that schuh can create authentic connections within Gen Z’s preferred environments, such as music, gaming, and women’s sports.
According to Mark Worth, Client Partner at PHD Manchester, “Establishing media touchpoints that enhance and elevate schuh’s new creative positioning has been a hallmark of our strategy for this campaign.” This approach reinforces schuh’s authority in the digital landscape, aiming to resonate meaningfully with the Gen Z audience.
schuh’s “Same, but Different” campaign sets a new standard for engaging with young audiences, highlighting self-expression and diversity in a modern retail context.
