The promotion of the brand of children's shoes in the Urals region was facilitated by the winter advertising campaign, which was planned and carried out by the advertising agency Voskhod at the initiative of Mila - wholesale footwear. Advertising of TM "Kotofey" was placed on radio, television and on the Internet. The choice of the optimal communication channels was carried out taking into account the data of the latest marketing research. To study the demand for the selected channels and ensure that advertising messages reach the target audience accurately, in April of this year, the specialists of the ExMedia marketing agency conducted a survey of residents of the South Ural region.
Thanks to the work done, in the Chelyabinsk region, where TM “Kotofey” began to advertise only last year, the brand caught up with the local footwear manufacturer Unichel, which previously held a leading position in the market of children's shoes in this region. At the same time, TM “Kotofey” broke into the absolute leaders of user preferences and received an excellent loyalty index. In addition, a positive image of the brand has developed, which is associated among buyers with high quality, reliability, convenience, beauty and fashion. An analysis of the effectiveness of the campaign showed that the best memorability was on television ads, which confirms not only the correct choice of channel, but also indicates the high quality of the video itself.