SHOEMART Brand Ambassador campaign


Capitalizing on brand ambassadors to raise brand awareness and increase visibility


The Case

Shoe Mart operates in a highly competitive market that offers consumers numerous choices. Consumers cannot also differentiate the brands since they offer almost the same attributes.

The company sought to stand out from the competition and position their brand as the go-to brand in the region and thereby increase footfall at their stores.



Shoe Mart coincided the 25 year celebration with the SS'15 launch with Maya Diab as the show stopper. To develop and execute a communication strategy that would generate publicity, create awareness, highlight the new SS '15 collection, and position the brand as a leader. Our messaging needed to provide solutions to a target audience overwhelmed by choice. Matrix set out to achieve the following:

Building buzz around the event

Media attendance along with broadcast, and key magazine interviews with the celebrity

Brand visibility and front page mileage for the celebrity in key Pan Arab titles


  • Highly competitive industry

  • Consumers already have a wide choice shoe brands

  • Brand differentiation

  • Seasonal collections being launched at the same time


The UAE fashion industry continues to be dotted by a myriad of shoe brands - presenting the consumer with a wide choice to select from.

This has also been characterized by the fact that most consumers are not able to differentiate between brands as all seem to be offering the same attributes.

By strategically positioning itself differently, SHOEMART had the opportunity to stand out from the crowd as the go-to shoe brand in the region.



The agency developed a three-month PR strategy for the SHOEMART 25th Anniversary launch, the SS '15 collection, and the unveiling of Maya Diab as its Brand Ambassador.

As part of the strategy, the agency created a carefully planned timeline of media relations with pre and post event activities to drive coverage of the anniversary celebration, the SS '15 collection and its collaboration with the Lebanese fashion icon and pop sensation.

  • Organize access for media to attend the commemorative event

  • Media interviews with key media - during and post launch

  • Encourage the media to interact with the new S '15 collection and the brand ambassador

Execution & Tactics


Anniversary Celebrations

  • Developed communication material highlight key milestones and vision for the brand, USPs for the SS’15 collections and the range, and the role of the brand ambassador

Media Interviews

  • Arranged and coordinated one-on-one interviews for the brand representatives and brand ambassador with key media during and after the event

Brand Visibility

  • Arranged for product placements in leading English and Pan Arab fashion publications



The agency generated interest for the fashion event through key placements.

The brand visibility and awareness levels were enhanced as a result of the wide coverage received throughout the campaign.


Enthusiastic media attendance resulting in wide coverage of the event

Brand Visibility

Enhanced brand recognition in the region

Media Reviews

Secured media interviews for the brand ambassador during and after the launch event


Impressive coverage across key English and Pan Arab publications and TV stations within the region

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