Chief Marketing Officer Rachel Goldflam discusses future goals for the 1-year-old Sneex, and its latest campaign targeting the luxury-heeled sneakers at commuting women during New York Fashion Week.
Shoe brand Sneex today launched its fall campaign, aiming to catch its target audience where they are: commuting in New York City.
The heeled sneaker brand is rolling out its City Life Sneex Style campaign across 350 of New York City’s free WiFi digital kiosks LinkNYC, in addition to paid digital channels including Meta, TikTok and YouTube, plus paid partnerships with Vogue and The New York Times.
City Life Sneex Style coincides with Fashion Week
The goal is to have a memorable presence on the streets of New York as women are walking to work, said Chief Marketing Officer Rachel Goldflam.
“We’re trying to kind of evolve from this sense of high fashion, if you will, to more approachable women in motion,” Goldflam said.
The campaign runs for eight weeks, which coincides with New York Fashion Week (Sept. 11-16) and will wrap up before the brand launches its holiday campaign at the start of November.
Sneex, a luxury brand, plans to play up the Fashion Week angle and have its ads near to where the runway shows are and the major public transportation centers.
“We want to catch her as she’s thinking about, ‘Oh gosh, I have to change out of my shoes and put on my heels.’ But you don’t have to do that anymore because Sneex has really solved this problem for you,” Goldflam said.
And on the reverse side of this, Sneex also is focusing its ads in locations on the Upper East Side, SoHo and areas of Brooklyn to target women as they’re coming home from work or are shopping.
“It’s for any woman who’s worn her flats to work on the subway or walking, but carries her heels with her for the key moments in her life,” said President Emily Yueh about the Sneex product.
Growth for Sneex
Sneex will measure the campaign’s effectiveness with the typical key performance indicators including brand awareness, digital engagement and conversion, Yueh said. The campaign effectiveness may also show up in its repeat customer rate, which is currently around 40% for the 1-year-old brand, she said.
Overall, Sneex has grown sales about 10-20% month over month, and the brand has exceeded its internal goals in terms of sales growth, conversion and new customer acquisition, Yueh said.
Looking ahead to the next one to two years, Sneex plans to expand its distribution outside of its own direct-to-consumer website to its own physical stores and into other retailers.
Sara Blakely helps propel Sneex
Sneex is the brainchild of Sara Blakely, who founded shapeware brand Spanx. She later sold her majority stake in the brand for $1.2 billion to global investment firm Blackstone in 2021.
Having Blakely behind the brand gives Sneex “instant credibility,” Yueh said. As the brand is establishing itself in the luxury footwear category, having a solid founder story is important to have, she said.
“We, of course, leverage Sara for all of our marketing efforts,” Yueh said, “but we really want to make sure that we’re spotlighting equally the incredible product and the innovation that stands behind it.”