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Jimmy Choo PR campaign uses social media, real time

29 Apr
PR jobs often require people to think on their feet - and a new campaign from Jimmy Choo looks to do that literally.

Using social media portals including Twitter, FourSquare and Facebook, the strategy involves a pair of the label's trainers checking into various fashionable locations in London.

Those following the company online will then have a certain amount of time to track the shoes down. If they win - using mapping software built into the social media sites - they take home a pair of Jimmy Choos.

The accessory and lifestyle company is one that also receives publicity due to its numerous celebrity followers. It was referenced in various episodes of Sex and the City and has featured on the feet of hundreds of a-list actresses, such as Halle Berry and Cate Blanchett.

Ex-accessories editor for Vogue, Tamara Mellon, is the founder and chief creative officer, having opened the chain's first store in 1998.
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