Vivaia, a sustainable shoe brand that makes products out of recycled bottles, is launching its first brand campaign since its inception in 2020.
Vivaia’s campaign, called “In Her Shoes,” debuts globally Thursday in connection with International Women’s Day on Friday. The campaign’s core video features a cast of five women — two ballerinas, a chef, a surgeon and a newscaster — all of whom speak to the camera about relying on Vivaia shoes for comfort and style. The campaign will live on Vivaia’s social media channels and U.S. and Japanese websites and feature five of Vivaia’s best-selling ballet flats, as well as some of its new spring line.
In the past, Vivaia’s marketing has been limited to smaller photo shoots or social media direct-response ads. The new campaign, however, is its “biggest event” yet and relies on storytelling — rather than products alone — to promote the brand, Vivaia’s creative director Melissa Lawrence told Modern Retail. It’s a fresh messaging approach for Vivaia, which now has more room to play around with ads after growing its business 5x in 2023.
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